Serviceplan Corporate Blog
Media Planners are the specialits to bring advertising into the media by choosing exactly the right format and media to make the biggest impact possible. Get to know our our colleagues Kai Löser and Kerstin Weiß from Mediaplus in part six of our Jobtitles Bingo series.
Until 2015, voice interfaces were perceived by most as a nice gimmick limited to smartphones and navigation systems. But with Amazon Echo, this technology came into the living rooms of many consumers around the world virtually overnight. Amazon reserves the right to publish the exact sales figures and has not yet published any further details, but according to the news portal Business Insider, 2.4 million Amazon echoes were sold worldwide in 2015. In 2016, sales rose to 5.2 million. As a result, Apple rediscovered Siri, which had been neglected until then, and announced in June 2017, after six years of silence about the speech recognition program, a very special device for it: the HomePod. Other companies were also forced to follow this trend, but knew little about it.
What will we remember in a few years’ time when we look back on the internet of the late 2010s? Snapchat should be one of the first things that comes to mind. The quirky messaging app with the cute ghost, the user-friendliness of an ordinary SAP installation and the innovative augmented-reality lenses, which have convinced millions of adults that selfies with dog and cat faces are socially acceptable, even for those in their mid twenties.
My childhood days are over and choose your own adventure stories have lost their popularity – or at least that’s what I thought! Recently, however, they have been cropping up again. And in digital form. And the best part is that these new story formats are not just for children.
Below is a summary of which channels these formats are available on and why they might be of particular interest for digital communication and therefore for corporate digital marketing.
Digital “shitstorms” threaten brands all over the world if they hurt religious feelings, offend minorities or break political taboos through negligence. In some growth markets around the world, this risk is significantly higher than in Europe or the US because of greater cultural and religious diversity and countless local sensitivities, so that the number of stumbling blocks is greater from the outset. According to the Duden, a “shitstorm” is a “storm of indignation in a medium of communication on the Internet, sometimes accompanied by insulting statements”.
Hovering in front of me is a virtual shelf with various objects and categories for me to choose from. I use the controller to grab a small rocket, take it off the shelf and place it in the room. Thwack! The small spacecraft is rooted in front of me like something out of a comic book or video game. I walk around it and look at it from all sides.
Think Mobile: The “great migration” from traditional PCs to mobile devices has created a completely new universe. The numbers are breathtaking. In mid-2017, China officially had 1.36 billion mobile Internet subscribers, which was more than one device for every adult. Smartphones are widely used to interact with brands. Over 500 million Chinese made purchases online with their smartphones last year. In India, one in four consumers is already making online purchases. With 480 million smartphone users, mobile consumption has already become the biggest driver in e-commerce.
Apple fans have been waiting for these keynotes for years. Years of anticipation, wondering if there will be a “one more thing”. And no, that was unfortunately (once again) not the case in the middle of September with the presentation of the Apple Watch 4 and the latest iPhone. We are currently seeing more evolutionary developments than this one innovation, which leaves us breathless. But on the other hand, most device visuals and features are already leaked before the events.
Digitisation has far-reaching implications for our society. The complexity of products, processes and technologies is increasing rapidly, people are networking worldwide, there is a new spirit of optimism. At the same time, we are in permanent beta status. Just as we have mastered a software or interface, an update comes along and we have to relearn. It is rare for conditions to remain constant for more than a few years. The only constant is change. This has far-reaching consequences for our society, but also for media planning. Until recently, society was more structured, and socio-demographic target group descriptions were the simplest and most satisfactory way to describe clients.
When Western chambers of commerce in China describe their local market environment in annual reports, terms such as “regulatory environment”, “reforms” and “fair competition” are often included. These words reflect the fact that even after four decades of market-oriented reforms, the state still largely controls the economy. India, Russia and Mexico are hardly any different. Two-thirds of A-Share companies on China’s stock exchanges are either purely state-owned or state-controlled companies. And even private companies in China often have strong unofficial ties to the government. The government still plays a key role at all levels and has the final say in many strategic industries, from pricing and regulation to investment planning. There is practically no way around the Chinese government.