QR Code

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QR codes link physical objects to online information and experiences. They can be scanned by smartphones and dedicated devices to access webpages, contact info, or other digital content. Marketers are increasingly using QR codes in advertising campaigns to track engagement and measure return on investment. Examples include linking movie posters to trailers, Facebook profiles to contact pages, and business cards to company websites. As the technology evolves, QR codes may see expanded use in education, social media, and more complex commercial applications.

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En réponse au paysage fragmenté du marketing numérique, l’institut Gartner a réalisé une carte du marketing numérique, sur le modèle des cartes de transport en commun, pour aider les entreprises dans la mise en place d’une stratégie digitale. Le but de cette carte est de comprendre les relations intrinsèques entre les diverses fonctions de l’entreprise, les applications et les fournisseurs, afin de rien négliger dans sa stratégie digitale. Sur la carte, «Neighborhoods» représentent des régions fonctionnelles. Les «Tracks» relient ces régions et peuvent être considérés comme des services d'application qui partagent des objectifs communs. Les «Stations» représentent des points d'interaction comme des fournisseurs et des catégories de produits. Enfin, les «Intersections» représentent des points de transfert où des solutions peuvent servir plus d'un secteur d'activité.

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How to navigate to the digital marketing channels.. How do your criss cross from a PPC to a RTB data .. social media to mobile apps, testing your creatives and optimization your organic search, qr codes or visual intelligent app.The digital sphere is always evolving. Gartner for Marketing Leaders keeps the CMO and her team connected to the research, so they can keep the competition guessing.

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Das sind meine Folien zum Vortrag "Social Media Monitoring – geht das ethisch richtig?" bei der Daten.Netz.Politik Konferenz 2013 im Kabelwerk, Wien. Es gilt das gesprochene Wort ;-) Für Notizen ist leider wenig Platz. Daher nur ausführlich die Einleitung und die Inhaltsseite als Zusammenfassung. Wir haben den PolitikerInnen, den Wirtschaftstreibenden und den AktivistInnen immer eingeredet, wir wollten ein offenes Netz. Jetzt ist es noch da und es wird überwacht, gespeichert und ausgewertet, was das Zeug hält. Und wir schreien: Stopp, so war das nicht gemeint. Aber dafür ist es zu spät. Dort wo wir richtigerweise der Politik erklärt haben, "eure Modelle der BürgerInnenkommunikation und der repräsentativen Demokratie werden eroden", dort wo wir der Wirtschaft erklärt haben, eure Geschäftsmodelle sind veraltet oder zu "NEW", um auf die eigentlichen Gegebenheiten eines offenen, freien Marktes vorzubereiten, dort lagen wir richtig. Was wir aber nicht sehen wollten oder konnten ist: dort, wo all die Daten zusammenlaufen, per Gesetz oder per Netzwerkeffekt, dort sind wir am verlorenen Posten, wenn wir schreien mehr Kontrolle für die Kontrolleure, mehr Gesetze für Privatheit, mehr Kodizies für Daten-sammlende, -verwertende, -analysierende, und -interpretierende Stellen und das Motto ausgeben: wir wollen einen transparenten Staat, aber keine transparenten BürgerInnen! Ich sage jetzt sicher nicht, das hätten wir uns vorher überlegen müssen. Sondern, wie gehen wir jetzt damit um? Wie bekommen wir unseren Kopf darum herum, dass weder "wer nichts angestellt hat, hat auch nichts zu verbergen", noch "dann überlege dir doch vorher, bevor du was postest" nicht der Weisheit letzter Schluss sein können. Ich will kurz erzählen, warum ich denke, dass die Deutungsmacht der Daten aus Big Data längst nicht mehr ausschließlich bei der NSA oder den Top Four Google, Facebook, Apple und Amazon liegen, sondern mit viel weniger "Big" immer noch genug "Data" zusammen kommt, um sich ein Bild von jenen zu zeichnen, die davon zurecht überzeugt sind, in Demokratien mit Meinungsfreiheit auch immer und überall und gerade im Web zu sagen, was sie sich denken. Und ich will mit euch/Ihnen diskutieren, welche Wege abseits der Regulierung gibt es, um die Schere im Kopf gar nicht entstehen zu lassen. Anders gesagt, Social Media Monitoring ethisch korrekt zu sammeln ginge schon, es macht nur wenig Sinn. Ich möchte heute über 1.) Big Data Charakteristika, 2.) Unterschied von quantitativer Marktforschung zu Social Media Monitoring und 3.) einen Ausblick zu Social Media Monitoring geben.

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