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by Gord Hotchkiss, Thursday, June 3, 2010, 11:00 AM
It’s been a fascinating week for me. First, it was off to lovely Muncie, Ind. to meet with the group at the Center for Media Design at Ball State University. Then, it was to Chicago for the National Business Marketing Association Conference, where I was fortunate enough to be on a panel about what the B2B marketplace might look like in the near future. There was plenty of column fodder from both visits, but this week, I’ll give the nod to Ball State, simply because that visit came first.
Our Digital Footprints
Mike Bloxham, Michelle Prieb and Jen Milks (the last two joined us for our most recent Search Insider Summit) were gracious hosts, and, as with last week (when I was in Germany) I had the chance to participate in a truly fascinating conversation that I wanted to share with you. We talked about the fact that this generation will be the first to leave a permanent digital footprint. Mike Bloxham called it the Indelible Generation. That title is more than just a bon mot (being British, Mike is prone to pithy observations) — it’s a telling comment about a fundament aspect of our new society.
Imagine some far-in-the-future anthropologist recreating our culture. Up to this point in our history, the recorded narrative of any society came from a small sliver of the population. Only the wealthiest or most learned received the honor of being chronicled in any way. Average folks spent their time on this planet with nary a whisper of their lives recorded for posterity. They passed on without leaving a footprint.
Explicit and Implicit Content Creation
But today — or if not today, certainly tomorrow — all of us will leave behind a rather large digital footprint. We will leave in our wake emails, tweets, blog posts and Facebook pages. And that’s just the content we knowingly create. There’s a lot of data generated by each of us that’s simply a byproduct of our online activities and intentions. Consider, for example, our search history. Search is a unique online beast because it tends to be the thread we use to stitch together our digital lives. Each of us leaves a narrative written in search interactions that provides a frighteningly revealing glimpse into our fleeting interests, needs and passions.
Of course, not all this data gets permanently recorded. Privacy concerns mean that search logs, for example, get scrubbed at regular intervals. But even with all that, we leave behind more data about who we were, what we cared about and what thoughts passed through our minds than any previous generation. Whether it’s personally identifiable or aggregated and anonymized, we will all leave behind footprints.
Privacy? What Privacy?
Currently we’re struggling with this paradigm shift and its implications for our privacy. I believe in time — not that much time — we’ll simply grow to accept this archiving of our lives as the new normal, and won’t give it a second thought. We will trade personal information in return for new abilities, opportunities and entertainment. We will grow more comfortable with being the Indelible Generation.
Of course, I could be wrong. Perhaps we’ll trigger a revolt against the surrender of our secrets. Either way, we live in a new world, one where we’re always being watched. The story of how we deal with that fact is still to be written.
by Joe Mandese
When Apple chief Steve Jobs unveiled the iPad, he called the new digital gadget a “third-category” device that would not compete with consumer demand for some of Apple’s core products, especially laptop computers and smart phones. But some new research conducted by a highly regarded academic team suggests some trade-offs are inevitable, and that one unintended consequence could be that some consumers will replace their smart phones with iPads and downgrade to a not-so-smart cell phone.
Needless to say, no one knows exactly how consumers will behave when the iPad finally begins shipping the first version of its new iPads tomorrow, but researchers in the Insight and Research group at Ball State University’s Center for Media Design, conducted a small, qualitative study to at least try and understand how consumer attitudes about the new gadgets might shape their media marketplace behaviors. And the big takeaway is that Apple, for all the research and development it undoubtedly put behind the iPad, may have misjudged the degree to which some consumers use the iPad as a replacement devices for other things. Read the rest of this entry »
MediaPost’s Online Daily News http://www.mediapost.com/publications/?fa=Articles.showArticleHomePage&art_aid=93243
by Gavin O’Malley
Sorry, MySpace and Facebook–young adults report paying more attention to marketing messages via e-mail and direct mail, according to new research from Ball State University and ExactTarget.
Among 18- to-34-year-olds, consumers are more likely to be influenced to make purchases based on e-mail marketing messages and direct mail than from advertisements or marketing messages on social networks, according to the white paper.
“It is too easy to assume that the media consumers who choose for their own news, information and entertainment are by default the best media to use for marketing messages,” said Mike Bloxham, director of Insight and Research at Ball State University’s Center for Media Design. “This is a dangerous assumption to make in a time when consumers are becoming increasingly aware of their level of control over their media experiences.”
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