Transcript of "FUTURE Perspective #11 trends newsletter"
July 2012This edition covers:• Personalisation: The Power of Me• Rise of Data Journalism• NFC: Near Field Communication
BRANDS ➔ This means marketers may need to developPERSONALISATION: multiple campaigns; some which are tailored to COMMUNICATIONS TAKEOUTTHE POWER OF ME suit individual profiles and viewing preferences, as well as ‘blanket’ campaigns for those who are uncomfortable withThe one-size-fits-all approach is completely personalized advertising.demoded. Consumers are now able toinfluence how and what they buy across every Web Personalisation and ROI – Still Nascentindustry and nearly every part of the globe. ➔Just over a third of companies surveyed byAnd it’s the all pervasiveness of customisation econsultancy are able to target personalisedthat has transformed this from a mere trend ‘ONLY GIRLS ALLOWED ‘ CSR web content in the right context in real-time.into an absolute expectation. ➔ Only 32% of respondents view their current PERSONALISATION CASE STUDY content management systems as usefulPersonalisation and Me enablers of personalisation. • Plan UK’s Because I am a Girl➔ One of the biggest challenges is that the campaign, highlighting the plight of ➔ The impact of personalisation on ROI andvery definition of “me” is an increasingly multi- engagement is most typically measured by the the world’s poorest girls wasidentity phenomenon. People are recognising increase in conversions. launched with a ground-breakingthe opportunities of being their own editor andcreating different personas to suit each of their Personalisation and Recruitment interactive advert on a bus stop inaudiences. London. Canada based Vizualize.me is a website that converts a resume into a colourful infographic, • The advert uses facial recognitionPersonalisation and Media conveying the individual’s employment and software with an HD camera to➔ Fewer and fewer people are looking to the academic history, skills and achievements via a determine whether a man or womannewspaper front page or 6pm news slots for timeline, pie charts and graphs. Vizify similarlytheir regular news updates. is standing in front of the screen, and just launched a graphical bio service that pulls➔ As more of us share our likes and friendships, shows different content accordingly. personal data from all your social networks toindividually-curated news is at our fingertips. create a biographical snapshot of who you are. • Men and boys are denied the choice➔ Web, tablets, and mobiles increasingly offer to view the full content in order tous the news that ﬁts precisely who we are. The Future highlight the fact that women and ➔ As this momentum continues PR girls across the world are deniedPersonalisation and Advertising professionals and marketers must trade in➔The next generation of advertising (opt-in) more traditional tactics in favour of smarter choices and opportunities on a dailywill allow consumers greater control over how, basis due to poverty and approaches that extend their personalisationwhen and which ads they see, thanks to tools discrimination. capabilities beyond the PC.like ASQ and AdKeeper. ➔ It is this ability to deliver relevant • The campaign is aiming to raise➔ With the release of Google Chrome’s ‘do not communications across multiple channels that £40m by June 2016.track’ feature, they’ll also have the power to do will transform these marketing efforts from anthe opposite by disabling online ad unwanted intrusion into a valued service. MARKET TO ME – THE NEXT STEPpersonalization. IN PERSONALISATON
MEDIA Viral InfographicsRISE OF DATA JOURNALISM ➔ Looking at visualisations, what really comes COMMUNICATIONS TAKEOUTIn the past reporters gathered and analyzed across from this analysis of Visual.lys most viraldata as a way of enhancing (usually infographics is how sometimes the simplestinvestigative) reportage, whereas data things can flood the web.journalism focuses on the way that data sits ➔ Single charts are more likely to be successfulwithin the whole journalistic workflow. because they are easy to consume; the viewer only needs to learn how to read one “chunk”‘Data-driven Journalism is the Future’ of visualization to get the whole story.➔ It’s hard to argue with the inventor of the Simplicity lends itself to quick understandingworld wide web, Sir Tim Berners-Lee, who and sharing, whereas complexity can prevent arecently declared: “Journalists need to be data- viewer from reaching those points. SIXTEEN TIPS FOR BETTER DATAsavvy. These are the people whose jobs are to ➔ Mixed charts, which is what we commonly JOURNALISMinterpret what government is doing to the think of as the typical form of an infographic, is 1. Pick subjects with a shelf life andpeople. So it used to be that you would get the least successful here, perhaps because update the data. The BBC keepsstories by chatting to people in bars, and it still they take more mental work to consume track of military deaths inmight be that youll do it that way some times. completely, again pointing to simplicity and Afghanistan and links to this dataBut now its also going to be about poring over brevity as strengths in visual communication. from every story about a militarydata and equipping yourself with the tools to ➔ Two useful tools for data cleaning, analysis and visualization: ScraperWiki and Google death.analyse it and picking out whats interesting. Refine for data collection and analysis. The 2. Make tools, databases and appsAnd keeping it in perspective, helping peopleout by really seeing where it all fits together, Darwin Awareness Engine™ creates content that your readers will want to returnand whats going on in the country. Data-driven visualizations that allow you to quickly scan to. Sticky data that continues to bejournalism is the future“ across the themes contained in the content useful is better than one-off, time- within your topic of interest. sensitive pieces.Democratisation of data 3. It should be easy for users to share➔ Theres a great democratisation of data going Best Practice Data Journalism your feature. Allow people toon. Rather than the numbers belonging to the ➔ The data team at LaNacion were recently embed your data or make it easy toexperts, they belong to all of us - and data shortlisted for the first Data Journalism awards link to.journalism is part of that reclaiming of the facts. for their work on transport subsidies. 4. Plan the publication and partner➔ Crucially, data journalism doesnt have to When the team started, it had no web programmer or CAR [computer assisted with a range of outlets for maximummean data visualisation. It is not about reporting] people in its newsroom. coverage.producing charts or intricate graphics - theresults of data journalism just happen to lend ➔ The team is still not exactly huge - but it is 5. Remember to re-promote thethemselves to that. Sometimes a story is best easily the best data journalism site in South features regularly.told in images and infographics, other times it America and one of the most innovative >> CONTINUED IN LINK:works as words and stories. Data is the ultimate around. You can read more about it on 16 TIPS FOR BETTER DATAin flexible formats. NiemanLab and via this video. JOURNALISM
TECHNOLOGY Why The DelayNFC: NEAR FIELD ➔ Trials demonstrate consistent consumer COMMUNICATIONS TAKEOUTCOMMUNICATION enthusiasm but handset manufacturers still rarely have NFC chips in new phone models. SoPicture the scene: Youre in a shop. In one what’s been the reason for the delay?hand youre holding a sandwich and in the ➔ Challenges related to technology standards,other your smartphone and youre in the business models and merchantqueue for the checkout. Instead of fumbling implementations have delayed progress.for change or plucking a card from your wallet, ➔ Whilst some barriers may lie in consumeryou open a specially-designed app on the education and adoption , it is clear that the keyphone, key in a pin, and when you get to the barrier is the fact that the mobile valuefront of the queue, you just beep, and walk out 6 Cool Uses of NFC proposition has yet to be identified andthe door. defined. – see link below for full details ➔ As long as carriers, handset manufacturersSo What Exactly Is Near Field Communication and banks are unclear on how they will realize➔ It’s basically a variation of other short-range incremental revenues from mobile payment, 1. Patented+wireless technologies already used throughout 2. ATI Log-IC NFC Logger there is a hesitation to deploy at scale.the world—especially in Japan and Europe. 3. SleepTrak ➔ Certain security concerns will also need to➔ Like RFID, near field communication canquickly swap information between devices be addressed – see Google Wallet issue. 4. Bus ticketswhen theyre touched together. 5. Museum of London App Rumour Has It➔ You can exchange things like text, images, 6. Parking meters ➔ A new patent suggests that Apple will beURLs or other data simply by holding your introducing a near-field communication (NFC)phone up to various "smart tags.“ 6 COOL USES OF NFC chip into its next-generation iPhone, which will enable users to quickly send iTunes gifts to oneRole of NFC in Mobile Payments another.➔ Following on from Future Perspective ➔ If true, it means Apple would finally jumpedition #8 on Funny Money it is clear that, as onto the mobile payments bandwagon,mobile smartphone adoption has exploded, the allowing its users to purchase goods andexpectation of contactless mobile payments services directly through their smartphones.has also grown exponentially. ➔ By the end of the year the majority of CONTACT➔ The technology is reasonably mature and Elaine Cameron, Director Strategic Research smartphones that you purchase will have NFCeffective with extensive trials around the globe. & Trend Analysis, EMEA on them.ISIS and Google Wallet are already in use in the firstname.lastname@example.org ➔ Big high street players are getting in on theUS. Don’t forget to follow: act. Tesco is rolling out near-field➔Visa, MC and Discover have each laid out a http://www.twitter.com/FUTUREPersp communications capabilities across Britain,contactless roadmap, providing financial http://www.facebook.com/FUTUREPerspective ditto Boots the Chemist. McDonalds and Prêt a http://storify.com/FUTUREPerspincentives for merchants to deploy contactless manger already have NFC communications(Near Field Communication) terminals. equipment set up in their stores.
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