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[digitalmediainsights]

Why brands must be creative relationship builders

Amazingly, 62% of time spent in front of desktop video is not monetized in Germany, according to a 2015 report from Secret Media. Why? Because digital media consumers have installed ad-blocking software on their PC browsers.

According to PageFair and Adobe, global ad-block use grew by 41% year-on-year between Q2 2014 and Q2 2015. However, concurrently, the top 10 ads on youtube earned a combined 425 million views and accounted for more than 1 billion total minutes of viewing time in 2014, according to adweek, an impressive 54% more than 2013. These online videos, averaging 3 minutes in length, were also 47% longer than in 2013.

The top 2 of 2014’s most viewed were from Nike, so Nike is clearly doing something right. But, they are not the only brand leveraging creativity and engaging content in the pursuit of marketing excellence. In fact, content marketing is revolutionizing the entire advertising sector, putting the end user back in control of what advertising s/he chooses to view, share, and even participate in.

When brands seamlessly integrate content marketing with their social media strategy, they are empowered to build very effective and direct rapports with their target segments whilst influencing their segment’s influencers. These networks of relationships are generally based on trust, creativity, and a form of viral marketing that builds brand awareness and increases the value of brand identity.

Oh yes, I almost forgot; it also has an impressive sway on end user’s purchase and consumption intent. According to a December 2015 post on forbes.com, about 77% of marketers (B2B and B2C) state they will produce more content in 2016. Only 2% of B2C marketers will produce less, so content marketing is here to stay; but, how effectively will the advertising sector adapt?

You can view seven short videos about the societal implications of digital media and the impacts on various aspects of our lives:

How digital media is changing our lives How we consume and share Our digital presence and privacy Our personal development, learning, and health How we interact with one another Our professional lives How we engage civically

Find out more in the Forum's report, Digital Media & Society: Implications in a Hyperconnected Era.

NB: This post first appeared on the World Economic Forum’s Agenda

[digitalmediainsights]

Will we cease to digitize our relationships?

According to a 2015 World Economic Forum survey of 5,000 digital media users of all demographics in China, the US, Brazil, Germany, and South Africa, one third believe they should reduce their digital media usage.

This is a piece of good news, because it shows that we are generally conscious of the influence that the increasing use of digital media is having on our lives.

“There’s nothing wrong with our devices but the way we are using them is hurting empathy, intimacy - and in the work place - significant collaboration and creativity” says Sherry Turkle, Professor of the Social Studies of Science and Technology at MIT.

But many argue that their physical relationships have actually improved with digital media use. The same survey concluded that half of us believe digital media has improved our social lives.

The number of hours spent on social media continues to grow globally. According to GlobalWebIndex, in 2014, the average global user spent more than 6 hours online, compared to 5.5 hours in 2012; almost 2 hours were spent on social networking compared to just 1.5 in 2012.

At what point will the world reach its social media saturation point and what are the long-term impacts? Will humanity ever reject the convenience that digital media promises in our social interaction and relationship building and revert back to the physical?

You can view seven short videos about the societal implications of digital media and the impacts on various aspects of our lives:

How digital media is changing our lives How we consume and share Our digital presence and privacy Our personal development, learning, and health How our decisions are influenced Our professional lives How we engage civically

Find out more in the Forum's report, Digital Media & Society: Implications in a Hyperconnected Era.

NB: This post first appeared on the World Economic Forum’s Agenda

[digitalmediainsights]

Is more user empowerment the future of the media industry?

According to a 2015 World Economic Forum survey of 5,000 digital media users in China, the US, Brazil, Germany and South Africa, an impressive 72% of respondents consider corporate transparency important in media and entertainment companies. 75% believe it is vital to have complete control over how their personal data is stored and used, and more than 70% favour a “right to be forgotten”.

But how well are policy-makers and industries providing this level of control to users? With cybercrime on the rise, online citizens are increasingly concerned with how their activity is being tracked and what elements of their digital identities are being stored and where.

Consumers are beginning to understand the tangible value that their digital footprints carry. So will we see an increase in user empowerment, driven by more adequate regulations and more targeted digital media offerings?

You can view seven short videos about the societal implications of digital media and the impacts on various aspects of our lives:

How digital media is changing our lives How we consume and share How our decisions are influenced Our personal development, learning, and health How we interact with one another Our professional lives How we engage civically

Find out more in the Forum's report, Digital Media & Society: Implications in a Hyperconnected Era.

NB: This post first appeared on the World Economic Forum’s Agenda

[digitalmediainsights]

Why Media needs social and behavioural sciences

Have you ever placed your toddler in front of a cartoon on your smart device because you thought it would calm her down? What about thinking that your 6-year-old would benefit greatly from a portable Playstation Vita?

Think again. Research has proven that a child's unguided use of digital media can alter their sociological, developmental and behavioural patterns in negative ways.

At the same time, many digital offerings from media, entertainment or information companies targeted at adults could be drastically improved. If you have ever used an app or visited a website that you felt was designed more for advertisers, rather than users, then you know what I mean.

In all of these cases, understanding the influencing factors behind human behaviour can be extremely helpful in making the right decisions. Whether you are a digital media product executive, a parent, or both, we all can benefit from more input from the social and behavioural sciences.

For industry, there are businesses such as SensoMotoric Instruments who provide human eye and gaze tracking systems, which can help digital media companies design and develop better user experiences for their audiences. For parents, most countries have civic organizations run by paediatricians or social scientists that are focused on helping prevent digital media overuse in children; a good example is Europe’s www.apprivoiserlesecrans.com.

Ultimately, being more aware of social and behavioural insights related to digital media use will make us better digital media professionals - and more responsible consumers.

You can view seven short videos about the societal implications of digital media and the impacts on various aspects of our lives:

How digital media is changing our lives How we consume and share How our decisions are influenced Our digital presence and privacy How we interact with one another Our professional lives How we engage civically

Find out more in the Forum's report, Digital Media & Society: Implications in a Hyperconnected Era.

NB: This post first appeared on the World Economic Forum’s Agenda

[digitalmediainsights]

How the digitization of work affects us all

Is the digitization of work ultimately good or bad for society? Now that’s a loaded question.

There are many aspects of digitally transformed work that can be considered good: increased mobility, less need of a dedicated work space, increased productivity from new tools: the list goes on. One interesting development cited in the World Economic Forum’s Digital Media and Society report is that digitization has enhanced the “flexibility for workers and employers, boosting productivity and enabling greater work-life integration”.

But is greater work-life integration actually good for us? Does blurring the boundaries of private and professional life enhance society? Perhaps this works wonders on employee and corporate performance, but the implications on family life and health leans more to the negative side, in my opinion. In fact, our tendency as humans is to never really “disconnect” from our digital productivity tools, a behaviour analogue with use of digital media for personal reasons.

Guy Standing, a British economist and author of The Percariat, argues that globalization “commodifies” everything, increasing the number of people doing insecure forms of work. The precariat works when and in whatever circumstances employers choose, creating short-term jobs that lead to a short-term lifestyle with little hope of building a future or a career.

In the media and entertainment industry, we have seen the gradual commoditization of premium content (the music industry as a case in point), so a similar effect on work and jobs could also be expected. Standing believes that because of its constant distractions, online connectivity conditions people towards a general short-term philosophy on life.

You can view seven short videos about the societal implications of digital media and the impacts on various aspects of our lives:

How digital media is changing our lives How we consume and share How our decisions are influenced Our digital presence and privacy How we interact with one another Our personal development, learning, and health How we engage civically

Find out more in the Forum's report, Digital Media & Society: Implications in a Hyperconnected Era.

NB: This post first appeared on the World Economic Forum’s Agenda

[digitalmediainsights]

How our increasing digital media use is changing our lives

Ever feel helpless and anxious without your mobile? You're in good company: millions of consumers of digital media, entertainment and information have found their lives revolutionized by the power at their fingertips.

Half of us believe that increased use of digital media has improved our lives, according to recent World Economic Forum research. From social networking to how we work, digital media is now integrated in much of what we do, improving our productivity and facilitating how we interact and communicate.

But at what cost? "The age of smartphones has left humans with such a short attention spans, even a goldfish can hold a thought for longer,” writes Leon Watson of The Telegraph. In 2010, another research team at the University of Michigan found a 40% decline among students in every definition of empathy among college students, as compared to their counterparts 20 years previous, with most of this decline coming after the year 2000.

The list of positive and negative repercussions of increased digital media use is long. Are we doing enough, and more importantly, can we do more to foster the great things that come from digital media use while addressing the potential risks?

You can view seven short videos about the societal implications of digital media and the impacts on various aspects of our lives:

How we consume and share How we engage civically How our decisions are influenced Our digital presence and privacy How we interact with one another Our personal development, learning, and health Our professional lives

Find out more in the Forum's report, Digital Media & Society: Implications in a Hyperconnected Era.

NB:  This post first appeared on the World Economic Forum’s Agenda