Danielle Fields - Trendspotting

My personal thoughts and discoveries about technology and how it might effect brands, retail, and advertising.

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Welcome to the New First Screen: Your Phone

As mobile becomes the primary screen for consumers, smartphone users in Asia prove much more addictive and open to advertising.

AH! I know it's been awhile since my last post but unfortunately school trumps all else at Newhouse. 

I found this article on ad age yesterday that reported our mobile phone is the New First Screen! This means consumers are on their mobile phone more than T.V., more than a tablet, and more than a computer. The data shows that consumers a typically multi-tasking more (meaning they're are watching T.V. and on their phone at the same time) which has lead to the increase use of the phone. 

So what does this mean for advertisers? In my opinion, advertisers NEED to put a lot more focus into advertising in mobile media. I don't think advertisers are being as creative or innovative as they could be and should be. 

These ads also need to be more personalized to work. As we all know consumers love something specifically aimed at them and mobile advertising is no different. The digital realm has this amazing gift of individualized messages compared to traditional that is missing this unique benefit.

If mobile advertising wants to succeed it needs to be creative, innovative, and personal. 

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Retail Rebooted (August 2013)

“Retail Rebooted” bundles three trends JWTIntelligence has outlined in recent years that spotlight how retailers are evolving for an increasingly sophistica

One trend JWTIntelligence talked about was retail becoming the "third space." I completely agree with this. With consumers constantly being bombarded with content, content, and more content they yearn for more experiences.

This "third space" that retail can provide will be that experience. It's more than a hard sell, it's an interaction with the consumer's brand. An example they used was a store having a cocktail lounge right in the women's clothing section.

I think retail stores have to create this experience because of the battle with online retail. This third space combats everything online isn't. Online provides an overwhelming number of options, convenience, and sales. Yet, with that said consumers get tired of this. 

They want more and I think physical retail space is heading in the right direction. Retail stores need to take advantage of this idea quickly. How can you create a new experience that will distinguish your brand from others? Be the first to have a cocktail lounge in your clothing section (too bad that's already taken). Think of something unique that fits with the mission and strategy of your brand. 

The possibilities are endless.

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Conclusion Post!

My Trendspotting Digital Media class really has been an enlightening experience. It took me about halfway through the semester to click but when it did I really understood how to look for tremors in the industry. 

My favorite part about the class were the speakers. They always brought something different to the table. 

I feel like what I learned from this class is a way of thinking that I will take with me through my career. Rather than fall to "fatalism" I will embrace technology and its effect on the media and advertising industries. 

I will also probably continue this blog just not as frequently. It will be great to keep my eyes and ears open for new tremors and share them with everyone. 

Thank you.

newhouse.syr.edu

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Amazon Prime Air

We're excited to share Prime Air - something the team has been working on in our next generation R&D lab. The goal of this new delivery system is to get pack...

Recently Amazon CEO Jeff Bezos revealed his big idea for the future of Amazon. He calls it the "Octocopter" and basically it's a drone that fly the consumer products directly to their house in under 30 minutes. 

The service will be called Amazon Prime Air and is projected to be a mass reality 4 or 5 years from now. It takes one of the weaknesses of online shopping and gets rid of it. If you think about it, it's literally quicker for you to order a product through Amazon and receive it than it is for the consumer to get up, drive, purchase, and drive home. 

This retail service combines the convenience of online shopping with the immediate gratification of physical stores. This is a huge leap in the right direction for online stores and if this actually happens I see sales in online purchasing go through the roof. 

Check out the video to see a prototype in action!

newhouse.syr.edu 

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Perch Interactive digital signage display devices are set to bring revolutionary change to in-store shopper experiences.

Perch Interactive uses projected light and motion sensors to create interactive product displays on tabletop counters in stores. The result blend the store with the added benefits of online shopping. When the consumer pick-ups a product, a shoe for example, the display will then produce content including pictures of the shoe being worn, sizes available, the material, and price. It is basically an in-store augmented reality.

This is really neat idea and it blends well with the idea that the future will be a world full of screens. I think consumers would respond well to this technology because it is not very invasive and really helps them more than hinder.

I encourage you yo go to the website and look at all the videos.

newhouse.syr.edu

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EBay's One-Hour Delivery Service Expands to More Cities - DailyFinance

EBay Now, which provides one-hour delivery to customers from local retailers for just $5, is expanding its service to Dallas and Chicago, and adding new features.

Remember when everyone thought overnight delivery was mind-blowing? Well it just go better. Ebay offers one-HOUR delivery in specific cities for those consumers too busy to run errands. Ebay is finding that they are most busy on Fridays and during the work hours when people are not able to get away from their desk.

Why go to a store when you can get the dress you need for tonight's party delivered right to you. It saves a lot of time you could be using to do other things. This is just another added benefit to online shopping.

Before it was a weakness of online stores because they can only get a consumer their goods so fast. It is becoming increasingly faster in the delivery of the consumer goods. Why go to a store when you can sit around for a few hours and get it delivered to you. Very lazy but very effective.

newhouse.syr.edu

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Sell on Facebook and Instagram with Soldsie | The easiest way to start selling products to your customers, and all of their friends, on Facebook.

Soldsie is the best option for Selling on Facebook and Instagram. We work with the top Facebook Auction sites in the world and we'd love to work with you!

To me, this is an example of a technology that will not do well in the years to come. It's a good try though. It incorporates the customization of a consumers' likes with the ease of purchase. The consumer follows a designer on Facebook and when they see clothing posted they like, they simply comment "sold" and an email will be sent to them finalizing the purchase.

It's a good idea but I think the place they are putting it is in the wrong spot. Consumers don't go on Facebook or Instagram to shop. They go to socialize with friends. They are not in the mindset to purchase products and most likely will scroll over the post deeming it an annoying advertisement.

Check out the video!

newhouse.syr.edu

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Improving Retail Service With Access To Shopper Data [Future of Retail] - PSFK

How brands can arm in-store employees with personal customer information to facilitate memorable shopping experiences.

OK I just want to get one thing out there. PSFK seems to be a research company all about integrating brands into the future. They have a ton on articles on the future of retailing so I urge you to check out their website if you're are interested.

Back to the article:

There's no question there is a trend in which online revenues are increasing and physical store sales are decreasing. Consumers seem attracted to the personalization of what online stores have to offer. With examples like Amazon who offer suggestions for "other things that might interest you", it easy for consumers to find this appealing. 

The only way for physical stores to compete is to figure out how to use this technology to their advantage. They're calling it "Connected Relationship Management" and it's teaching brands how to use this technology to their advantage. So for example, a consumer walking into a store can "check in" and their preferences will automatically be saved for future check ins to the the store.

Right now I really don't see any of this happening but maybe in the years to come brands will figure it out!

newhouse.syr.edu

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Here's a cool idea. The article calls it adaptive storefront. Basically what it does is links up with your smartphone and presents retail options based on the consumer's likes and dislikes. It can even register male or female and the storefront becomes a point-of-purchase. If the consumer wants something they don't even have to walk into the store.

This is a really unique idea because what says it only has to be a storefront? What if there was no store and it was one big advertisement what the consumer walked by. It's a really cool idea and there is already a prototype being created.

There is a video on the link so please check it out!

newhouse.syr.edu

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M.I.N.D. Lab Open House

Last week me and my fellow graduates in the class were able to go to the opening of the new M.I.N.D. Lab. This lab is dedicated to technology and the future. 

One prototype that I found particularly interested is a screen that instead of touching what you wanted to "click" on you would just hold your hand over it. I found this very interesting and asked the creator how it would be used in society. He didn't have a clear response. 

I think the people creating these new technology are geniuses. In no world would I ever be able to do what they do. The problem that occurs throughout the process is that have a great idea but do not know how to translate it into everyday life. 

Here is my suggestion for his prototype. What if the consumer was at a fast food restaurant standing in line waiting to order. What if they could just point to the menu and create an order themselves without ever talking to a worker. Essentially the only thing they would have to do is pay for it at the counter. 

I think this is a really interesting take on the prototype. Another way you could use it would be to buy plane tickets at the airport. Simple, fast, and easy. 

newhouse.syr.edu 

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The Future of Advertising: 'Pay-Per-Gaze' Is Just the Beginning

Advertising is going to change more in the next 20 years than it has in the last 100. If you need proof of that, just look at the patent Google was granted Thursday for a Google...

Instead of "Pay-Per-Click" the next big thing in advertising is "Pay-Per Gaze"  in which advertisers will be able to tell if the consumer actually "looked" at the ad. They will also only pay for advertising that was "looked" at. This would change the ad industry completely if advertisers paid media only for the ads that were seen instead of a certain number of impressions (opportunity for someone to see the ad). 

The writer even goes further saying there could be such thing as "Pay-Per-Emotion" in which the advertisement will be able to see if the consumers pupil has dilated and charge for a positive response. So for example if a restaurant post there menu outside and the consumer looks at it, they will be able to tell if the consumer like what they saw. 

Check out the article for more information!

newhouse.syr.edu

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Reflection on Brad Treat's talk on MEMS

Last week our speaker was Brad Treat. He discussed MEMS (micro electrical mechanical system), which to describe in my own words are really tiny machines you can do interesting things with. 

You use MEMS everyday and if you don't believe me here are some uses:

- used to notify you when your tires are low

- used to enhance speaker phone quality

- used to make Wii

Not only did Brad talk to us about the things that are taking advantage of MEMS technology but he talked to us about what they could possibly do it the future. 

So here's a scenario. You're walking around campus, work, the mall etc and you see a pair of shoes your in love with. If it was how the situation currently is you have one of two choices: Ask whomever is wearing them where they purchased the shoes OR never ask and walk away regretting your choice of not asking. 

Brad's technology with MEMS said that in the future their could possibly a third option. Taking your phone and scanning them. Using MEMS technology you would be able to scan the shoes and your phone would then tell you exactly the brand and where to get them. To take it further you would be able to purchase the item immediately on your phone. 

Pretty cool stuff right there. 

Check out Brad's Blog for more cool stuff! 

www.bradtreat.blogspot.com

newhouse.syr.edu

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Lingerie and algorithms: Big data comes to fashion

Does your least favorite shirt fit you too tightly in the shoulders but too baggy on the belly? That's data. Do your breasts pop out of your bra and the straps dig in too tight? That's data. Are sl...

"Does your least favorite shirt fit you too tightly in the shoulders but too baggy on the belly? That's data. Do your breasts pop out of your bra and the straps dig in too tight? That's data."

Question: What's one of the biggest problems with online shopping? Answer: You can never actually try out what you want to buy. 

That problem is currently being solved with many businesses popping up to give you an exact size. Currently a company called Threadsman is creating the "perfect" t-shirt for men offering up to 26 difference sizes depending on multiple factors (ex. chest size, arm length, torso size, and shoulder sizes). 

The new question now is why go out and buy ill-fitted clothing when you can get the perfect size online. This trend is a solution to the biggest problem of online shopping. The only question now is will consumers catch on?

newhouse.syr.edu

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Glasses.com: Try on eyewear virtually in clever app

You don't need to have 20/20 vision to see the appeal of the new glasses.com app for iPad

In class last week James McQuivey discussed the "magic mirror" and how there's already technology out there to create this experience for the consumer. They can try on different make-up combinations, send it to a friend, and get input in a matter of minutes.

Our class was mind-blown by this technology but as you can see in the link above a similar form is already available to the public. It's called augmented reality and the app scans your face and then you are able to try on any glasses you like to see what style looks best. You are even able to compare up to four glasses side by side and then purchase if you'd like.

This is the next big step in retail. E-commerce is an increasing trend, the only problem being the consumer isn't able to test and try out the product before purchasing it. This technology eliminates this issue putting the consumer at ease and increase profits.

Augmented reality goes beyond glasses. Imagine going online, scanning yourself in, and trying on every outfit in the store, including handbag, shoes, and accessories. It is the ultimate form of online, couch potato shopping. It's much easier than getting up, driving to the store, and physically trying on all the clothes yourself.

Augmented reality and the "magic mirror" are just around the corner. The big question now is which company will fully integrate it first.

[email protected]

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I saw this on ad age and I had to post it. Not only because it is funny but it is a good example of a company who was very innovative when they first started but now has slowed to an unimaginative halt.

This is a company who thought like trend spotters and now are the ones trying to catch up. The parody is the perfect example of that. Apple is doing the same thing over and over again with little innovation.

They need to step it up a bit and not just follow the trends.

newhouse.syr.edu

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In class we discussed the Long Tail Concept, which is an economic concept that says the collective demand for less-popular items (in yellow) can exceed all the most popular added together (in red).

This idea can be applied to the retail world as twenty years ago big department stores were king and they carried only the most popular fashion forward material. Today that is not the case as society has multiple niche stores for many consumers’ preferences.

With e-commerce taking effect many stores like thinkgeek.com sells nerdy and unique odds and ends that one might not see in big stores but are very popular to the niche market.

In the future we will see a trend in which the “tail” is going to get longer and longer and the “head” will become smaller as it is unable to compete with these smaller niche markets. Everything in the consumers world is becoming less universal and more personal. The Long Tail concept follows this consistent trend.

newhouse.syr.edu

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Although all these predictions are interesting and should be looked at. The one that caught my interest the most was number 5: the future of advertising.

The author predicts that in 25 years there will many things consumers will be allowed to buy but not see advertised. Due to the health factors and environmental concerns there will be products the government will ban to advertise leaving boring generic packaging of the product.

This is an interesting prediction which holds some truth especially considering advertising is becoming more and more invasive and many people are blaming advertising for health issues. By banning advertising on the more harmful products this might create a healthier world but one with less intrusive advertising.

Check out the other interesting predictions.

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