'Emerging Platforms' Category

Data and Dynamic Pricing – A New Age in Digital Retail

Posted by Tommy Wyher on January 15th, 2015 at 3:04 pm

Amazon has been at the center of the digital retailing universe for some time now. But it hasn’t always been this way, and won’t be that way forever. Amazon’s successes can be chalked up to many factors: their success in publishing domination, their infrastructure, their too-good-to-be-true shipping offers, and their approach to data and pricing. This last factor is the one we’re going to discuss here, because it is the one that is the most likely to change in 2015 and beyond.
Amazon’s Use of Big Data
Data is what enables Amazon to do what it does. Think about it. Let’s say you are doing some last minute shopping for your brothers, who you don’t see that often. You wrack your brain. What do brothers like? Knives! Nice knives. You head over to Amazon and type in “pocket knives” to see what comes up. A series of attractive options appear on your screen, many with 200 or more reviews. You click the first option but are turned away by a few too many negative reviews. You click on the second and like what you see. You are about to click on the one-click purchase button, when you spy the knife sharpener that,... Read more

5 Essentials To Your Content Management Strategy

Posted by Jeffrey Fleischman on January 12th, 2015 at 5:14 pm

Content has become a dynamic, sophisticated tool that can have tangible, bottom line results. But these results don’t come easily; content take considerable work, commitment, endurance, dedication, and organizational alignment. Across the enterprise functional areas beyond marketing and corporate communications are generating content and these efforts need synchronization.

Watch Out for these So-Called Business Breakthroughs in 2015

Posted by Anna Johansson on January 5th, 2015 at 12:04 pm

Innovation in the workplace is continuing to expand at a rapid rate in 2015. It seems that every new start-up or product launch promises to streamline your processes in one form or another, and a huge focus across the board is taking you and your team from the office and out into the world.
The question isn’t are you ready to take on all these new technologies; it’s how to spot the breakthroughs from the duds. The last thing any company can afford in 2015 is to spend money on a product that won’t add anything to the bottom line in 2016.
So here’s a shortlist of hot products talked about as business breakthroughs for 2015 and how they will really impact your enterprise:
Sekonix DLP Pico Keychain Projector
While quite a few authoritative articles have listed this as a hot product for 2015, it’s not quite the breakthrough presentation product it promised to be. Yes, it is a keychain and it is a projector. However, the reviews that tout its ability to avoid conference room projector costs and lugging around heavy equipment are a bit overboard.
The Sekonix is tiny and pretty cheap at $199. The picture quality is impressive for the size, but... Read more

eSports Racking Up Billions of Viewer Hours – and Dollars

Posted by Neal Leavitt on December 27th, 2014 at 8:16 pm

So your 13-year old son is seemingly spending every waking moment hunched over his Xbox, PS Vita, phone, tablet or (doubtful but some pre-teens and teens still use ‘em) laptop playing one endless video game after another. You’ve morphed into an avatar from his perspective; the video games have become his real world.
What do you do?
Well, if he’s really good, let him play on. eSports has finally reached critical mass and has become a multi-billion dollar business, notes market research firm SuperData Research.
Note the following from a trends brief the company put out last April:
• More than 71 million worldwide watch competitive gaming. In fact, about 14.9 million people tuned in to the 2013 World Series; last year 32 million watched the League of Legends Season 3 World Championship – more than double the audience for our so-called ‘national pastime’!
• The average eSports viewer watches 19 times a month; average session is more than two hours;
• eSports is becoming a revenue driver and marketing vehicle for online game publishers and major brands; former like Riot Games, Wargaming and Valve; examples of latter include Coca-Cola and Intel;
• The International 2013: Dota 2 prize pool was more than $2.8 million; total prize money from... Read more

Connecting Gaming & Brands

Posted by Tom Edwards on December 22nd, 2014 at 8:54 am

Two of my passions are gaming and marketing. Whenever I have the opportunity for the two to intersect I am overjoyed. Previously, I have written on the topic of advergaming (imedia) and brand integrations (IEG). This article will highlight case studies of advergaming as well as introduce edutainment case studies.
Gaming is big business. According to Gartner, the projected worldwide video game market size in 2014 will surpass $100 billion dollars. In 2014, 58% of Americans have played a video game and 68% of gamers are 18 or older. With the fragmentation and shifts in media consumption, gaming provides significant dwell times with a hyper connected audience. Brands that create authentic and relevant value that empowers gamers will “unlock” value beyond impressions.
Let’s start with terminology refresher. An Advergame is an electronic game - often low-cost or free - designed to promote a brand or product.

ADVERGAMING - Advergaming is closely associated with both above the line, through the line and below the line integration where the advertisements or brand integrations are either explicit and may be an integral part of the game or products are embedded seamlessly into the existing gameplay.
ABOVE THE LINE EXAMPLES

Burger King - Xbox 360 Licensed Games

Coca-Cola - ... Read more