The User Experience of the Internet of Things

The User Experience of the Internet of Things.

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P.O.M

Personalisation
Optimisation
Monetisation

I guess, this is what we are evolving to from an existing POE( Paid Owned and Earned) strategy.
Optimisation essentially comes from the fact that no matter how relevant or attractive your content , it needs to be optimised across multiple devices.
So marketers are trying to move away from mobile apps( which would be preferred by consumers) to a more mobile optimised website pushing content also becomes far more easier than otherwise. So one interesting trend to look forward in 2013 would be to see how apps compete with mobile optimised content.
Now moving over, this optimisation essentially leads to more personalisation. With some good data and insights, it becomes a personal experience for individuals, rather than a website designed for everyone but relates to none.In turning this out, a more accurate ROI gets defined and advertising becomes no more just plain advertising, but source for relevant information.
But, the catch is to generate these data, it depends on how much personal information one wants to give out?
So personalisation or privacy would be a question to be answered by every individual…my opinion…the more information you are willing to share, the more targeted and accurate could be the messaging. Would be interesting to see also what the government decides.
Government or no government, the end of 2013, could look lot different from 2012, with the successful ones who continue to optimise and push across for POM

The case of an awesome digital media strategy!

Ever faced a scenario of a faulty digital media strategy? Well, no one is alone. Even a firm like Microsoft makes mistakes. It started with the acquisition of aQuantive, an online advertising firm. Microsoft thought on acquisition of this firm, it would be a significant tool to boost their online advertising effort. Well, it just turned out to be a huge mistake. On “investigating” it turned out to be a fauty digital media strategy.

So  apart from developing a sound digital media strategy which includes company goals, visions, risks, product offering technological processes, there are some pitfalls to be avoided as well.
No Proper advertising solutions–Relying only on social network as an advertising solution is not good enough. In spite of having fan pages, the limited exposure won’t deliver the kind of results your company needs to be successful. The digital media should also include additional paid advertising solutions. This just broad bases the target market and stronger chance of creating brand awareness on social channels.
No Proper Planning—A digital media needs to be planned effectively. It is not enough just to scratch the surface and expect the strategy to deliver huge results. Demographics, social graphics have to be understood, you need to know your target audience, best time to reach them, strategy to engage them and most importantly, how to achieve your goals with your digital strategy.
No Proper Focus–A clear cut goal on what your company is promoting and how to reach its sales goals must exist. A simple strategy should also address What is your brand about? Any primary goals? What is the advertising story? 
Importance of mobile advertising opportunities:-  Including content marketing within your strategy is equally important to drive traffic and revenue. Therefore including mobile advertising opportunities in a digital plan is important. In fact it is predicted, that digital advertising would surpass traditional media very soon. 
I am not saying that the above should make your digital plan a kick @$$ one, but atleast avoiding certain pitfalls is definitely a start to a path of an awesome digital plan.

Mobile media and Jargon

A number of new terms have come up in the market place since 
mobile media exploded, Jargon like Geo-fencing, UDID etc….
Lets just look at few of them, that have become part and parcel 
of the media veterans and advertising agencies. 
Geo fencing and Geo Targeting
 
These are two terms often incorrectly used interchangeably, creating
confusion in the marketplace.
 
Geo Targeting- This is a broad reference to method of pinpointing an
audience on their location, ranging from as wide as a state to
granular address level.  Geo targeting is possible on any modes of
advertising, by means of selecting location applicable to each
campaign. Since, mobile has the unique capability to target audience
far more granular than any other medium, there are various targeting

Geo Fencing:- This is a more specific application of Geo-targeting
where a virtual barrier is created around a defined area. Geo fencing
can be broad level in terms of state, or a city block. This method is
usually used to trigger ads based on the location of a smart phone
user. Geo fencing is used mostly alongside other targeting elements
like demographics, search history etc…
 

Location, Longitude, Latitude.

When we download a mobile application, there are number of settings
the user agrees upon in terms of his/her personal data. The data
available within these application publishers, there exists a mine
field of data for marketers.
 

Latitude/Longitude:- This method relies on the GPS setting, by picking
up signals from the orbiting Global Positioning System satellite
network. The details given by the GPS, provides mobile ads to be
targeted down to a city block. However, for this method to work, the
GPS need to be enabled on the users mobile, only 10-15% (estimated) of
phones are location enabled at a given time.
 
Cell tower triangulation:- this method identifies all the device
operating within its range. Its accurate only on a market level basis,
and more over marketers don’t have access to mobile data. Cell
triangulation is mostly used as a second layer to refine GPS
information from a mobile device.

UDID:
– Unique Device Identifier is a unique  alphanumeric number
associated with a device that allows a developer to track their own
apps. The UDID made headlines early this year when Apple announced it
would reject apps in the iOS App Store that utilize this code. 
The main reason being that apps collect number without permission 
from the users. The UDID means nothing on its own. Its like a driver 
license number without any other info. However, when it’s put into 
a database it can be used to track the statistics of the app. This tracking 
data is the crux of how ad networks work.
To sum up, as this medium grows, newer terms with more crisp targeting 
methods and terms will surely develop. but a basic understanding 
of the jargon should hold you comfortably in any conversation around 
mobile media and targeting :).

Google ranking for content verticals and countries by ad impressions

Every now and then we are constantly reminded that Google controls nearly half of the global online advertising market. So it won’t come as a surprise that it has reams of data to give various insights.
Google today released first of its publication collected from across its display properties, including DoubleClick for publishers, DoubleClick ad exchange and the Google adsense network.
The report gives insights into the top ranking verticals by ad impressions and also some valuable insights into mobile Web and video ad impressions, geographical patterns as well.
Google found in 2011, Arts& Entertainment were the top verticals across AdSense and Ad Exchange, followed by Online Communities and Games. However categories like Shopping, Sports, Pets and Auto&Vehcile sites were among the verticals to experience the fastest year-on-year growth. Interestingly Online Communities saw a double digit decline, as did Business & Industrial and Reference verticals.
As for Web impressions, Google said publishers in all verticals except travel saw double-digit growth in the fourth quarter of 2011. The strongest vertical with mobile usage was Shopping, followed by Food & Drink and People & Society.
Other interesting finding included:-
–Mobile web impression on the Ad Exchange and AdSense platform climbed 250 percent from third to fourth quarter in 2011.
–North America and Western Europe lead the pack in terms of online content, but smaller pockets like Palau, Guinea and Laos are also posting good growth rates in terms of ad impression. Leading the pack in terms of ad impression are United states, followed by China and Japan.