'Opinions' Category

The Robot Swarm Is Upon Us

Posted by Neal Leavitt on June 28th, 2015 at 9:30 am

“Exterminate, exterminate.”

-Briefing warning from the Daleks before firing their extermination rays on various "Doctor Who” episodes

What is one of the most well-known catch phrases on the long-running BBC series, “Doctor Who,” might eventually be uttered by a robot greeting you at your front door to take care of your termites.
Farfetched? Maybe right now, but a robot may soon be coming to your home to spray pesticides, clean your windows, and perhaps even tutor your kids.
ABI Research expects the global market for consumer robots to top $6.5 billion by 2017. BI Intelligence says the market for consumer and office robots will grow at a CAGR of 17% between 2015-2019, seven times faster than the market for manufacturing robots.
And some other key takeaways from BI Intelligence in their ‘The Robotics Market Report’:
• Three distinct categories will dominate the consumer/office side: home cleaning and maintenance; telepresence (i.e., telecommuting to events or remote offices) and advanced robots for home entertainment.
• The ubiquity of smartphones and tablets is making it easier to develop robots for consumer and office applications. The report says mobile devices offer designers the opportunity to ‘outsource’ computing and user interface tasks to companion devices, allowing developers... Read more

How to do effective content marketing in the B2B industry

Posted by Ian Mcgrath on June 25th, 2015 at 1:08 pm

Marketing in the B2B industry is a long-drawn process. The time between soliciting a prospect and potentially winning a contract can be anywhere between a few weeks to as much as a year or more. The job of a sales executive is to keep the prospect engaged and continue to interact with them till they make a purchase. While this has been the norm in the B2B industry for decades, the dynamics have started to change over the past few years. Thanks to the proliferation of the internet and social media, even industries that were immune to the internet have now started getting influenced to the online trends.
A direct fallout of this is the influence internet exerts on the marketing strategies of B2B companies. This is both an opportunity and a challenge. While on one hand, the barriers to entry in a competitive B2B landscape can quickly be overcome through your online presence, it is a challenge to traditional businesses that have not adapted to the new environment as swiftly as competitors. No matter how long your business has existed, a new prospect may be less inclined to buy from you if your competitor has a better manged website and... Read more

After a Security Mishap: Protect Your Brand and Maintain Customer Trust

Posted by Allison Freeland on June 23rd, 2015 at 1:57 pm

It’s a normal Tuesday, when suddenly you receive a flurry of emails from customers asking why they are redirected when log on to your site to a site peddling pornography. (Ahemm Heinz, who has hit the headlines for directing customers from a QR code directly to a German pornography site.) Mortified, you log on and sure enough, instead of reaching your home page, you land on a page that is most definitely not yours.

If it’s immediately apparent that your site has been hacked — it’s been defaced (your home page replaced with a conspicuous photo), redirected, or doesn’t load due to a DDOS attack, consider yourself lucky because you can quickly address the problem. Attacks are not always that obvious, though. Many security experts say companies have either been hacked in the past or they just don’t know that they have been hacked. In other words, if you have a business server, there is a high probability cybercriminals are going to attack your website at some point, and the extent of the damage to your brand depends on how well you are prepared and respond.
Given an attack is almost guaranteed, can you protect your business, and most importantly your brand?... Read more

Social media landscape for the consumer electronics industry

Posted by Doug Schumacher on June 23rd, 2015 at 9:00 am

In this analysis we’ll take a look at the relationship between the social media accounts of a number of large consumer electronics brands, looking in particular at the relationship between community size, posting volume and engagements generated. This can help determine which networks are delivering the best engagement, as well as which might have untapped potential.
Let’s start with fan counts, visible below in the Global Fan Leaderboard. Nokia clearly has an overall industry lead, primarily due to their enormous Facebook following. In the same chart you can see how GoPro is running neck and neck with Nokia in regards to overall fans. However, GoPro’s fan distribution is quite different from everyone else in the industry, with exceptionally high fan counts in both YouTube and Instagram. The other brands in their industry aren’t using those networks to anywhere near the same level.

GoPro is taking a unique path relative to other brands in this industry, placing emphasis on two networks the other’s aren’t. The obvious question is, How well is their approach paying off for them?
Next we’ll look at the engagement levels being generated by the brands’ content on each network, in the chart below. This shows the sum of engagements of all... Read more

'Like A (Super)Girl': 3 Ways CBS Could Do Some Serious Good This Fall (Video)

Posted by Rick Mathieson on June 20th, 2015 at 2:32 pm

Can a new TV show about a female superhero aspire to create positive messages for girls and women as well as (or better than) a certain viral video from a feminine products brand?
In just the last few weeks, Procter & Gamble's viral sensation "Like A Girl" won the GoodWorks Effie, which is designed to recognize marketers for effectively using their platforms for "purpose-driven' campaigns. That is to say, campaigns that accomplish some social good, beyond (just) promoting the brands behind them.
As most everyone in the world of marketing and advertising knows by now, the video, for P&G's Always brand, explores the meaning of the phrase "like a girl" - and how to redefine it. It's powerful stuff, and since its debut last summer, it has generated nearly 60 million views—and has been likened to some of the best work coming from Unilever's long-running "Campaign for Real Beauty."
Right around the same time, we also saw the release of a six-minute trailer for CBS-TV's new show "Supergirl" from Berlanti Productions—the team behind "The Flash," "Arrow," and the upcoming "Legends of Tomorrow" on CW.
Based on the character in DC comics, the series follows Kara Zor-El, the preteen cousin of baby Kal-El, as she... Read more