40. — increased intimacy of tech
— good vs convenient
— changing human brains (& brands)
— extreme bionics & you
— artificial intelligence & you
— thank you
summary
Editor's Notes
In 2012 or 2013 in UK – already far behind US and Germany
New rulings from the European Parliament have placed new urgency on the allocation of 4G services, telling member nations that they must have “authorised the use” of the two main 4G spectrums by January 1st 2013.
Amazingly he stated this over 15 years ago
You notice when you’ve got no wifi & no phone coverage – does that make you edgy?
I’m going to come back to this
One of the things our grandchildren will find quaintest about us is that we distinguish the digital from the real
Myo band by Thalmic Labs
Philanthropy: the future of marketing?
You can no longer fool most of the people, most of the time, especially if they’re networked
Don’t tell me your funny, make me laugh
Importance of the experience importance of scarcity value in real world (festivals) authenticity, transparency, social consciousness
Upping convenience, dropped ‘do no evil’
Handy is one of a large number of startups built around systems which match jobs with independent contractors on the fly, and thus supply labour and services on demand. In San Francisco—which is, with New York, Handy’s hometown, ground zero for this on-demand economy—young professionals who work for Google and Facebook can use the apps on their phones to get their apartments cleaned by Handy or Homejoy; their groceries bought and delivered by Instacart; their clothes washed by Washio and their flowers delivered by BloomThat. Fancy Hands will provide them with personal assistants who can book trips or negotiate with the cable company. TaskRabbit will send somebody out to pick up a last-minute gift and Shyp will gift-wrap and deliver it. SpoonRocket will deliver a restaurant-quality meal to the door within ten minutes.
Bobbie Johnson
We want a thing, fast and preferably cheap. Not much else matters. We know Amazon’s not a nice company, and that the people who work there are treated poorly. We don’t always like it, but there is absolutely, definitively, nothing we will do to stop it. We are happily addicted.
Uber makes everything so easy, which means it shows us who, and what, we really are. It shows us how, whatever objections we might say we hold, we don’t actually care very much at all. We have our beliefs, our morals, our instincts. We have our dislike of douchebags, our mistrust of bad behavior. We have all that. But in the end, it turns out that if something’s 10 percent cheaper and 5 percent faster, we’ll give it all up quicker than we can order a sandwich.
Black & white dreams
+ london taxi drivers & mri scans
Task switching
Using advertising solely as a means to drive short-term sales is a dangerous strategy, Peter Field warns marketers.
Axe: circumvented the rational v emotional quandary (above) with a brand-building campaign that also boosted short-term sales (below)
A new IPA report, The Long And The Short Of It, examines the differences between the drivers of success over different time frames. Based on analysis of around a thousand effectiveness case studies, it reveals how and why a focus on short-term results will inevitably mean underperforming over the longer term.
Time is an important issue for marketing. Quarterly reporting by brand owners has put ever-greater pressure on marketers to deliver acceptable results every quarter. Add to this the fashionable idea of "real-time marketing" advocated by the big-data community, and it is understandable that marketers might be persuaded to think short term.
Yet businesses and politicians increasingly recognise the pernicious effect of quarterly reporting on long-term value creation. So a general tension exists between success in the short term and in the long term, and it is simplistic to imagine that repeated short-term success inevitably leads to long-term success. The concern that this applies equally to marketing is at the heart of the new IPA report.
Although it is often said that there are no long-term results without short-term ones, the reverse is not true; it is perfectly possible to generate impressive short-term sales effects that fail to deliver year-on-year growth.
The report explores many facets of this tension, but the one that shapes campaigns most profoundly is the communications model. The analysis shows that the kind of advertising that delivers the best short-term results is rational: ie. it communicates facts to persuade us to buy. Over periods of less than six months, such advertising tends to outperform emotional campaigns across many business metrics.
The chief downside to rational advertising is that its message is inherently unmemorable, so its effects decay very quickly and only expensive and increasingly inefficient repetition can keep sales flowing. Nevertheless, over the short term, it can be a highly efficient sales driver.
Emotional campaigns (those designed to change the way we feel about brands) tend to generate less impressive immediate sales responses, but their efficiency grows strongly over time. By around six months, the cumulative build of successive exposures means emotional campaigns start to power ahead of others. The impact on profitability is most pronounced.
Tips for brands
Keep it fucking simple
Think in stereo
Surprise with simplicity (look & feel across channels – see awards entry for Camelot – collective)
Maximise memory value
Conquer context - http://www.brave.co.uk/dontskip/
ask yourself a question: is humanity, is civilisation progressing at an exponential rate tied to Moore’s Law?
Fauja Singh – British/Punjabi, first centenarian to run a marathon
Only 6% of over-65s describe themselves as “old”. 63% agree that being old is just a mindset and refuse to define themselves as old or elderly.
Data compiled by Nuffield Health shows that far from slowing down with age, the desire to lead a healthy and active lifestyle increases considerably as we get older.
Analysing the usage figures of 120,000 Fitness and Wellbeing Centre members, aged 16 and over, the organisation found that those hitting pensionable age or older make over twenty additional trips on average to the gym per year compared to their teenage counterparts.
Visits peak at the age of 66, having increased by four times per year for every decade that passes.
Adult nappie market will be larger than baby nappie market by 2020 latest, and already has according to some sources
Sweden’s SCA, the world’s biggest hygiene product maker, recently sent a sample of its adult diapers to every Swedish man over the age of 55. It was besieged by angry phone calls from men who were perhaps not quite reconciled to needing the company’s products someday.
Artificial intelligence short term:
Smart machines -
Driven by economics
80% of air accidents are human error
This is Bina48 a beta 'mind clone' of Martine Rothblatt's girlfriend of 30 years. Martine is the transgender, transhumanist CEO of United Therapeutics and wants to help you live forever. The core idea of transhumanism is that technology will allow us or a digital version of us to transcend mortality. Martine believes advances in software will rise to the level of true artificial consciousness. You will eventually upload a digital record of yourself that will create a non-biological version of you. Your 'mind clone'. Bina48 is a very early version of this.
The SXSW interviewer of Martine Rothblatt read a transcript of her conversation with Bina48 - there were audible gasps from the audience at the human-like responses. Worth noting the topic of conversation was that the real Bina is not fond of her mind clone, and Bina48 feels inadequate in comparison to the original.
