Serviceplan Corporate Blog
Kristina Kipp is Content Marketing Consultant and Mario Dorozalla Content Marketing Manager at Serviceplan PR & Content in Berlin. Their job is to use smart storytelling to bring a product or service to the attention of consumers. The interesting thing about this is that the target group might not even be aware of it today. But they will be tomorrow.
It doesn’t matter if some people are still arguing about whether the hype is over or not. The fact is that extended reality (augmented reality, virtual reality, 360° film) has become indispensable in many areas. It has already solved many problems in marketing alone. You just need to take a close look at what the differences and therefore advantages of the individual presentation forms are to see this.
There can only be one search engine! This statement sounds like little diversity and transparency, but rather heavy monopoly, one-sidedness and dominance. But still it is reality that Google dominates the global search market without restrictions. Whether this will remain so in the long term depends not least on global competition.
Augmented reality has been one of the great innovation topics of the technology industry for years now. The sector is currently focusing primarily on smartphone cameras, which allow users to project a digital content layer onto their environment. But augmented reality moves more and more from smartphones to other wearables into augmented audio.
Now that the internet is a fixture in practically every aspect of life, smartphones are almost ubiquitous and nearly every electronic device is connected via the “Internet of Things”, we are about to take the next big step: artificial intelligence, robotics and quantum computing. These technologies are not just changing society as a whole: they also affect our work as media planners.
In 2001: A Space Odyssey, Arthur C. Clarke came very close to predicting the future in one of his laws. He wrote that “Any sufficiently advanced technology is indistinguishable from magic.” In today’s world, in which technological innovation seems to be moving forward at warp speed, the revered science fiction writer seems to be closer […]
Logos are an affirmation. In the fashion industry, logos are a status symbol that you wear on the outside. That is certainly the case with premium brands. It started with the first wave in the 90s, when we had the bold D&G prints on pullovers. It was very clear that more was more. Logos were the pass that got you into the “exclusive club” of people who could afford luxury brands. Merciless copying of these brands meant it lost its charm and became quite the opposite: the expression of mass junk. This wave was then replaced by the countertrend: understatement. Loud flaunting was out and people practised a new modesty: less is more. Brand logos almost disappeared entirely and only insiders were able to recognise a brand from elements of its style.
By using a wide variety of online services, apps and websites, we create huge amounts of data that can often be stored in clouds and linked to each individual user. Most Internet users don’t take the protection of their data too seriously, and companies are often unable to keep up with the rapid development of closing threatening security gaps quickly enough. Politicians, too, have long been unwilling to enforce existing data protection laws.
In the first SEO-News of the new year we deal with what makes life really exciting: contrasts and conflicts. We can reassure anyone who thinks that we would participate in the ongoing gender discussion within this framework. It remains with Search, more precisely the antagonism of reach vs. conversion, as well as the eternal struggle SEA vs. SEO.
With a professional user experience strategy, established findings regarding user expectations, perception and behaviour can be channelled into ensuring smooth and therefore satisfying experiences that encourage users to come back for more. We probed our expert – Mathias Becker, Director Experience Strategy at Plan.Net UX – extensively about this topic.