Covid-19: To encourage all of us to stay at home, students from the Miami Ad School branch in Europe created a campaign where Netflix billboards show spoilers for the most popular shows (Interview: Bored Panda)

“Stay at home”—that’s the message that everyone, from our governments to our friends and families, has been pounding into our heads since the start of the coronavirus pandemic. It’s fine if you have to go shopping for groceries to last you an entire week, but some people don’t want to change their lives and they go outside for fun.

To encourage all of us to stay at home, students from the Miami Ad School branch in Europe created a campaign where Netflix billboards show spoilers for the most popular shows. Their main idea is to show that spoilers might prevent people from going out when they don’t need to, even if nothing else will.

Two students from the Miami Ad School Europe in Germany came up with the fake Netflix campaign: art director Seine Kongruangkit and copywriter Matithorn Prachuabmoh Chaimoungkalo (aka Brave).

Just a heads-up that the project is in no way affiliated with Netflix. Oh, and a small warning, dear Readers: this post contains spoilers for the most popular shows, so be careful if you haven’t seen them.

Two students, Seine Kongruangkit and Brave, came up with an innovative project to make sure that people stay at home

Image credits: mkobach

“The idea started with Brave wanted to do something for the Thai people to raise awareness about staying at home for them. Because we both have to fly back from Germany because of the virus situation,” Seine told Bored Panda.

“At first, he came up with the hashtag #homeไม่sick campaign and we also thought of other challenges for that. But then it did not really go viral as we were expected. Then, I tried to think of other alternatives and out of the blue, I thought of movie spoilers because that’s one thing millennials are trying to avoid the most. Then, I told Brave right away and he really liked the idea and believed in it, so he tried to sell it to Netflix Singapore, but then it got rejected because Netflix brand never wants to spoil shows.”

Seine said that after the idea got rejected by Netflix, she told Brave that they should publish it somewhere else before someone else came up with the same idea. “Brave then wrote me a copy for the case video and then I started to make the video, put it all in mock-ups and it was all done in 3 days, then I posted it to adsoftheworld.com.”

Be careful of these spoilers if you haven’t watched the shows yet!

Image credits: miamiadschool

Image credits: miamiadschool

Image credits: miamiadschool

Image credits: miamiadschool

Image credits: miamiadschool

According to Seine, most of the feedback they got was positive and some people even believed that it was done by Netflix for real.

“But I’m sure there is no perfect campaign. There are always things you can improve in a campaign. The Spoiler Billboard is a spec ad done by us under the guidance of Miami Ad School Europe. We had no intention of misguiding people. But also a bit sad that Netflix got all the credit when actually it’s our student project and credits are all of our assets for us to get real jobs,” she said.

Seine revealed to Bored Panda that she and Brave are now working on a project for a hospital in Thailand. “This one is a real thing and we want to help them as much as we can. The coronavirus situation in Bangkok is getting worse. I only hope that it will get better soon so that we all can go on with our lives.”

She also added that she hopes everyone will stay creative during the quarantine and that people will all “stay the ‘eff’ home.”

It’s obvious that Seine and Matithorn’s project gave Netflix a small boost, but it doesn’t appear that it needs it. Since the end of January, Netflix boasted a 25 percent increase in the number of unique streaming viewers.

“You can imagine, all viewing is up. It’s up on Netflix, on CNN, on television in general. The system has been very robust and can help out a lot of people,” Chief Content Officer Ted Sarandos told CNN, explaining how the service helps people feel less isolated.

Here’s what some people thought of the fake campaign

Image credits: lindsaymstein

Image credits: herrmanndigital

Image credits: patrickrooney

Image credits: kassieepstein

Image credits: VikkiRossWrites

Even Netflix responded when it saw the student project

Image credits: netflix

Bored Panda also spoke to Sabine Georg, Managing Director of the Miami Ad School Europe. “When the students ran the idea by me, I was pretty sure that they tick many boxes with it: extremely relevant, original idea, very clever and superbly executed, with the potential to go viral and tap into a corona-ridden world where #flattenthecurve and #socialdistancing are key,” Sabine told us.

“They first planned it as an award submission only, but I suggested that they publish it for a wider audience than just the awards jury. And when Brave and Seine launched it, with the disclaimer that it’s student work and not a real campaign, it went ‘through the roof’ immediately, making headlines very fast and gathering huge response on all social media channels!”

According to Sabine, the fact that lots of people believe it’s an official Netflix campaign shows that the project fits the brand well. “The truth is—hence the disclaimer—that this is (self-initiated) student work. But as far as I know, Netflix also likes the idea a lot.”

“We are one of the most awarded creative schools in the world and our students are known for having great ideas that win prizes and help them win prestigious jobs in top agencies. But, typically, their projects cause headlines within the ad industry—i.e. Under Armour’s Rule Yourself campaign with Michael Phelps has caused headlines for being such a well crafted wonderful campaign and has been created by former Miami Ad School students (Creative Directors: Alexander Nowak, Felix Richter / Droga5),” Sabine explained to Bored Panda.

“But the fact that a student’s project makes news on such a big, global scale has never happened before. Also because never before has such an immense event like the spread of the coronavirus been the reason for creating such a campaign!”

Sabine told us that the Miami Ad School is a place where people become who they’re meant to be. “Believe in yourself, be creative, and let the real world be your classroom. This is one of our core principles in teaching: we have teachers from Adland and from companies like Google and Facebook who share their expertise with students. Business professionals are mentoring junior creative talents from all over the world to bring out their best abilities in creation, focusing ideas, and as human beings because they learn in an intimate, collaborative environment with great diversity!”

She added that the Miami Ad School is looking forward to getting more creative talents like Seine and Brave. “Happy to get applications for our program here.

Why media matters now more than ever (Source: The Drum – Thomas Minc)

Media brands around the world are stepping up to the challenges of Coronavirus. But what comes next?

The COVID-19 outbreak is a global health crisis that has upended our daily lives. With millions confined at home, agencies, clients, and the media industry as a whole will experience unknown pressures. In the world of media planning and buying, that will lead to focusing investments and partnerships on meaningful media. By creating purposeful content, or sometimes, simply financially supporting media brands that are taking the right action themselves. These are the moments when media really matters.

So, what’s the role of media within this new dynamic? With social interactions on a hiatus, media is the core tenet of our social bonds. We need to investigate the evolution of the media landscape in two steps: short-term decisions and innovations the industry made to adapt, alleviate, and support immediate needs, and later, when the dust settles, diving into the long-term changes in consumer behaviors and industry practices.

Moments like this prove that not all media are created equal and some media brands can make a genuine, meaningful difference through three missions: inform, entertain, and connect.

The informative: Some media brands have really taken the spread of the coronavirus to be the purveyor of sense and calm that the world needs. Now more than ever, to inform the population is media’s public service duty. Despite the economic factors they face, news providers are dropping their paywalls—The Atlantic, the Wall Street Journal and Bloomberg, in the US to name a few. To counteract fake news, rumors, and despicable acts like hackers creating fake coronavirus maps to infect users with malware, trust in media is the strongest guardrail. Facebook is directing users looking for information to the WHO or local health authorities and prohibiting ads related to the coronavirus to curb scaremongering as well as prevent dishonest businesses from profiteering from the outbreak.

The entertaining: Some media heavyweights are upending current business models. For example, NBCUniversal will make its theatrical releases available to rent. We will investigate over the next few weeks the long-lasting impact of such decisions. Across the industry, meaningful initiatives are happening. Organizations such as the Seattle Symphony Orchestra plans to rebroadcast earlier performances and livestream new performances. TikTok challenges of handwashing dances are going viral. Italian’s TV broadcaster RAI is helping families stuck at home by significantly increasing the amount of kids and teens shows. And it’s hard to deny that by offering free premium service in Italy to ease coronavirus pains, Pornhub is being meaningful to many.

The useful: Video-conferencing companies are facilitating use by offering free services and free access to upgrades, starting with Google unlocking premium features of Hangouts Meets. Amazon Web Services has given access to its cloud computing to (AWS) to Italian companies, nonprofits and government agencies.

It is difficult to categorize every single initiative. And more are being launched by the hour. And some are just about giving everyone a much-needed laugh like the Australian newspaper NY News printing extra pages to help out in toilet paper shortage.

Media brands around the world are stepping up. But what comes next? With contestants on the current German edition of The Bachelor unaware of the situation until a few days ago, The Truman Show doesn’t feel that far-fetched anymore. Media creation could change, live entertainment might never be the same, consumer behaviors will evolve and business models will be rethought. Our next task is to look at the long-term media implications and help brands navigate the new paradigm.

Thomas Minc is global managing director, intelligence & strategy, at Havas Media Group

The Evolving Role of the CMO (And All Marketers): Five Guiding Principles !

The role of marketing has undoubtedly evolved, as has the customer experience. Signing on the dotted line is now just the beginning. Businesses that understand that tomorrow’s customers care more about the journey will come out on top.

source: https://www.marketingprofs.com/articles/2019/42233/the-evolving-role-of-the-cmo-and-all-marketers-five-guiding-principles?adref=nlt121719

As a result, chief marketing officers (CMOs) are forced to have an entirely new set of skills in their toolkit—namely, the ability to wear many hats at once.

It’s about acting as a chief financial officer (CFO) to be strategic about when and where to invest marketing dollars for optimum ROI, acting as a product developer to ensure the solution matches the customers’ evolving technical needs, and integrating sales expertise to ensure marketing is driving leads through the funnel.

So let’s break down this evolution…

CMOs of companies of all sizes are now, more than ever, directly responsible not only for revenue but also for their contribution to profitability.

At the beginning of any planning period, every dollar requested by the CMO for Marketing’s budget needs to be justified to the CFO/CEO, and every dollar spent needs to be accounted for. But once the budget is approved, the CMO and Marketing’s performance will ultimately be assessed on a hard ROI metric by the end of the stated time period, usually 3, 6, or 12 months.

Until recently, that assessment was based on a series of volume metrics, such as number of event attendees or number of website visitors, and a choice of cost metrics, such as cost per lead (CPL) and cost per acquisition (CPA). But with increasing adoption of deep analytics and data visualization technologies, the most progressive businesses assess marketing’s performance on the revenue-based metric of customer lifetime value (LTV) divided by the customer acquisition costs (CAC), or LTV:CAC.

To calculate the total cost of acquiring a customer (CAC), all expenses need to be considered, including digital marketing, content marketing and SEO, content creation, event management, media relations, influencer marketing, creative services, website development and maintenance, personnel, and other vendor costs.

Anything in excess of 2-3X for the LTV:CAC calculation is fairly healthy; and, if that rate is sustainable, the CMO can breathe easily. The hard part now for CMOs is truly understanding where to invest precious Marketing dollars for the best ROI.

The good news is, as with every profession and school of thought, there are guiding principles with which to navigate…

1. Know your customer

The best CMOs first ask the simple, but fundamental questions: Who are our customers? How do they buy? Why do they want to buy from us? The answers to those questions will help define the foundations of the most effective CMOs—a deep understanding of the ideal customer journey, by type of customer.

With such knowledge, the CMO and the marketing team can make more informed decisions on whom to target, with what content, in what form, how often, and in what sequence.

A customer journey can range from the very simple and linear to the highly sophisticated and multilayered. When versioned by customer segment and type, the entire exercise can get complicated.

2. Choose the right tech

There are literally thousands of technology providers servicing every aspect of the marketing function. They include paid search and advertising, media relations, and content management systems; marketing automation platforms; customer journey analytics… the list goes on.

Choosing the right combination of technologies is critical to the CMO’s success and the task of delivering ROI results to the rest of the C-suite. Having a deep understanding of many of these technologies, and the often only slight differences in their functionality, is a must. One wrong decision can be costly: Many technology vendors require minimum-term or multiyear contracts, and unwanted costs will very quickly eat into positive ROI.

3. Assemble a team of athletes

Marketing as a functional area is the decathlon of business; no other area in a company has such diversity in skillsets, running the gamut from the highly analytical (left brain) to the ultra-creative (right brain). CMOs must have a deep working knowledge of an ever expanding range of disciplines or be schooled enough to intelligently and effectively direct and help those responsible on the marketing team.

The key is to hire the right people for every role. People are a CMO’s most valuable asset. Hiring the wrong person can, again, cripple the effectiveness of the marketing organization, and it can be a very costly mistake. Hire only when you are 100% sure that the person has the level of expertise that is required for a role.

The level of expertise required can vary depending on the go-to-market (GTM) strategy. For example, if PR is a critical part of the overall strategy, hiring a highly skilled and seasoned media relations expert is key. If a business is highly reliant on its website as a source of demand, then having a deep technical and creative team is preferred.

Whatever the goal, be sure to align your people resource with the marketing strategy, and hire only the best talent you can attract.

4. Craft your GTM playbook

Defining how to go to market involves making critical decisions about target market segments, ideal customer profiles and personas, partnerships, branding, campaigns, advertising (online and out-of-home), messaging, and timing and sequencing of activities.

Those decisions are not just the purview of the CMO. All those responsible for the commercial success of the business—CEO, sales and support leaders, product development and engineering leaders, and the heads of business development and partnering—have a role to play in determining the GTM plan for the business.

It is imperative that everyone be aligned around common GTM goals and objectives for a business to reach its revenue goals and beat the competition. Those need to be documented and revisited periodically during a formal operations review process to make sure the business is on track, and to change course if needed.

5. Integrate with other departments

In addition to generating revenue and positive ROI on investment dollars, CMOs also act as a service provider for many internal business functions:

  • Sales for campaign development, product training and enablement, and event management
  • Customer Success for customer marketing
  • Support for online help center creation
  • Human Resources for recruiting and talent branding

Marketing is the hub for the customer journey, and it is imperative that the CMO integrate and have transparency into other vital functions to ensure a successful end-to-end relationship.

* * *

À quoi le smartphone de 2020 ressemblera-t-il ? (Source: LaboFNAC)

Douze ans après la révolution iPhone, le smartphone s’apprête à connaître l’une des plus grandes mutations de sa jeune histoire. La nouvelle décennie qui s’annonce va apporter avec elle de nombreuses innovations, à commencer par la 5G. Le réseau mobile de demain va permettre à de nouveaux usages d’émerger et au “téléphone intelligent” d’évoluer. À la veille de l’IFA de Berlin, il est déjà possible d’imaginer à quoi ressemblera le smartphone de demain.

Source: https://labo.fnac.com/guide/caracteristiques-smartphone-de-2020-portrait-robot/

En l’espace d’une décennie, le smartphone est devenu un outil indispensable du quotidien. L’avènement des « téléphones intelligents » est souvent associé à l’arrivée de l’iPhone en 2007. Pourtant, des mobiles avaient déjà montré la voie dès la fin des années 1990 avec les fameux PDA (assistants personnels) signés Palm, puis les mobiles de Nokia. Néanmoins, c’est bien avec le lancement de l’appareil d’Apple que le téléphone (phone) est devenu smart (intelligent) aux yeux du grand public, grâce notamment à son écran tactile.

Depuis, la planète entière a succombé au smartphone et le géant Google revendique aujourd’hui 2,5 milliards de terminaux Android actifs dans le monde. Un succès impressionnant qui cache pourtant une autre réalité : le marché traverse depuis quelques mois la pire crise de son histoire. Les ventes de smartphones ne progressent plus et ont même baissé pour la première fois l’année dernière.

À l’aube de l’an 2020, le téléphone intelligent se cherche un second souffle et plusieurs améliorations majeures devraient lui permettre de se réinventer. Les acteurs majeurs du secteur multiplient d’ailleurs les innovations depuis quelques mois, si bien qu’il est déjà possible d’entrevoir ce à quoi ressemblera notre futur smartphone.

Samsung Galaxy Note 10 et 10+

La 5G : l’élément déclencheur de la nouvelle révolution

Avant de s’attarder sur les évolutions techniques qui attendent nos appareils, il est indispensable d’évoquer la 5G. Le réseau mobile du futur est déjà lancé dans certains pays et promet de bouleverser les usages. Si son lancement est prévu pour 2020 en Europe, il faudra du temps avant que la 5G ne soit – notamment en France – une réalité pour tous.

Présentée comme une « technologie clé », la prochaine génération de réseaux de téléphonie mobile n’est pas une simple évolution de la 4G(+). Elle promet des débits beaucoup plus élevés (selon l’opérateur Orange, la 5G offrira progressivement un haut débit mobile amélioré jusqu’à 10 fois plus rapide que la 4G) et se distingue surtout par sa très faible latence. Deux arguments majeurs qui vont lui permettre de favoriser de nouveaux usages comme la réalité augmentée ou virtuelle et d’améliorer ceux qui existent déjà (streaming en très haute définition, téléchargement, activités dans le cloud…). Le marché du smartphone ne sera d’ailleurs pas le seul à en profiter : les objets connectés ou la voiture connectée/autonome attendent eux aussi le déploiement de la 5G.

Cloud gaming 5G qualcomm Oppo Soulcalibur 6

Cette dernière va aussi permettre au cloud gaming de se démocratiser, un secteur qui intéresse notamment Google avec Stadia ou le service Shadow du français Blade. Lors du Mobile World Congress, nous avions pu approcher une démonstration du cloud gaming en 5G sur le stand de Qualcomm. Pour le grand public, le jeu à la demande pourrait être l’un des premiers atouts de la 5G et les fabricants ne s’y trompent pas en misant sur les smartphones dédiés au gaming.

La course à la 5G est déjà lancée

L’ensemble du secteur se prépare à la révolution 5G et certains constructeurs proposent déjà des modèles 5G dans quelques pays (Corée du Sud, États-Unis, Chine…). C’est notamment le cas chez Samsung ou Huawei, tandis qu’Apple devrait attendre 2020. Plusieurs marques chinoises préparent également des modèles compatibles 5G et l’arrivée des premiers forfaits 5G va leur permettre d’exister sur le marché. Selon Gartner, les ventes de smartphones 5G représenteront 6 % des ventes totales de mobiles en 2020 et 51 % d’ici 2023.

Dès l’année prochaine, les modèles les plus haut de gamme (flagships) seront disponibles en version 5G.

Galaxy S10 5G

Pliable, intégral, double, nouveaux formats… : l’écran dans tous ses états

Élément le plus visible de nos smartphones, l’écran a déjà fortement évolué depuis les débuts du téléphone. Avec l’arrivée de l’écran pliable, il continue d’alimenter les débats en étant présenté comme la prochaine révolution du secteur. Samsung propose un avant-goût du futur avec son Galaxy Fold (sans oublier le Mate X de Huawei), mais il est encore trop tôt pour parler de révolution.

Les débuts des appareils pliables sont compliqués et les deux géants du secteur ont préféré revoir leur copie avant de commercialiser – au prix fort – leurs modèles respectifs. Cette très chère innovation n’a pas encore totalement convaincu, mais demeure prometteuse. Elle pourrait permettre au smartphone de se transformer en appareil 2-en-1 encore plus polyvalent et offrir de nouveaux usages. Il faudra toutefois attendre une baisse de prix pour le voir se démocratiser. De son côté, LG a fait le pari du double écran et présentera son nouveau modèle lors de l’IFA.

Samsung Galaxy Fold

À court terme, le futur de l’industrie mobile pourrait surtout passer par l’écran intégral. Depuis quelques années, les fabricants multiplient les efforts pour offrir des appareils « borderless » (sans bords) en optant pour une encoche ou une caméra escamotable. Le dernier exemple notable nous vient d’Asus avec son Zenfone 6équipé d’un appareil photo rotatif. Pourtant, ces améliorations ne sont que temporaires. Les innovations apportées aux dalles (avec capteurs sous l’écran, incurvées, trouées…) et l’arrivée de la caméra cachée sous la surface de l’écran vont permettre de voir débarquer des smartphones vraiment bordeless sans « gadget » au niveau de la caméra frontale. Plusieurs fabricants tels que XiaomiSamsung ou Oppo avec l’écran Waterfall veulent faire ce pari et les premiers modèles pourraient être commercialisés au cours des prochains mois.

Oppo Reno

Cette année, on a pu voir de nombreux modèles (Samsung Galaxy S10OnePlus 7 ProXiaomi Mi 9T…) équipés d’un lecteur d’empreintes sous l’écran, mais cette option est réservée aux dalles OLED. Néanmoins, les fabricants commencent à évoquer son arrivée sur des écrans LCD et des modèles d’entrée et milieu de gamme pourront ainsi en profiter. Le smartphone a également tendance à s’allonger en passant au format 21:9.

Enfin, la nouvelle année pourrait être marquée par l’arrivée de nombreux smartphones équipés d’un écran avec un taux de rafraîchissement de 90 Hz ou plus (jusqu’à 120 Hz). Les modèles dédiés au gaming ont été les premiers à opter pour cette fréquence – qui permet une expérience plus fluide –  et ils ne sont plus seuls. Les OnePlus 7 et 7 Pro ont fait ce choix et Google pourrait imiter la marque chinoise avec son Pixel 4.

L’appareil photo : la course aux mégapixels est relancée

L’appareil photo est un élément déterminant dans le choix d’un smartphone, et là encore, les progrès sont spectaculaires. Pratique, le mobile est un allié de taille pour immortaliser ses meilleurs moments et les partager sur les réseaux sociaux. Les smartphones ont signé le déclin des compacts et la tendance n’est pas près de s’inverser.

Les capteurs photo ont tendance à se multiplier – Nokia a lancé cette année un smartphone avec cinq capteurs au dos – et Samsung a relancé la guerre des mégapixels. De nombreux modèles embarquent aujourd’hui un capteur de 48 mégapixels (Sony ou Samsung) et on trouvera des modèles équipés de capteurs de 64 mégapixels signés Samsung d’ici la fin de l’année. Et l’ambitieuse entreprise sud-coréenne ne compte pas s’arrêter là. Elle a déjà annoncé un capteur de 108 mégapixels en partenariat avec Xiaomi.

nokia 9

Le constructeur chinois devrait être le premier à proposer l’ISOCELL Bright HMX sur l’un de ses appareils. D’autres constructeurs pourraient ensuite opter pour ce grand capteur (1/1,33 pouce) qui permettra de capter plus de lumière. À l’instar des capteurs 48 et 64 mégapixels, il a recours au pixel binning qui fusionne quatre pixels en un pour offrir des photos de 27 mégapixels (108/4).

À l’avant, les fabricants cherchent par tous les moyens à faire disparaître le capteur (appareil photo escamotable, rotatif, tiroir, aileron…) et optent depuis quelques mois pour des écrans poinçonnés. Cette option devrait se multiplier tandis qu’Oppo et Xiaomi ont récemment présenté des caméras selfies dissimulées sous l’écran du smartphone.

Oppo caméra sous-écran

Composants : une puissance mieux maîtrisée et de l’IA à tous les niveaux

Les smartphones continuent d’embarquer de composants toujours plus petits et performants. Depuis quelques années, même les modèles d’entrée ou milieu de gamme sont capables de proposer des performances satisfaisantes pour la plupart des usages.

Dès 2020 et l’arrivée de la 5G, le smartphone aura besoin d’encore plus de puissance pour répondre aux nouveaux usages. Les puces les plus récentes (Qualcomm Snapdragon 855+, Samsung Exynos 9825) sont déjà prêtes pour demain et sont pour certaines capables de supporter des écrans affichant des définitions WQUXGA (3840 x 2400 pixels) ou 4K UHD (4096 x 2160 pixels), des caméras de 22 Mpx, avec l’enregistrement vidéo 8K à 30 fps ou le stockage en UFS 3.0.

Les modèles équipés de 8 à 12 Go de RAM (comme le Galaxy Note 10) vont également se multiplier au cours de l’année. Les années à venir seront aussi marquées par une course à la finesse de gravure avec des SoC gravés en 7 nm ou 5 nm pour les appareils Android ou l’iPhone. Le gain de puissance s’accompagnera d’une amélioration de la consommation et donc  d’une meilleure gestion de l’énergie.

L’avenir du smartphone passe par la réalité augmentée

Ces améliorations vont permettre à la réalité virtuelle et augmentée de se démocratiser sur smartphone. Si Pokémon GO a donné un aperçu du potentiel de la réalité augmentée et Maps commence à proposer des fonctionnalités AR, la réalité augmentée sur smartphone n’en est qu’à ses balbutiements. Les deux géants du secteur, Apple et Google, travaillent depuis plusieurs années sur cette technologie qui va profiter des années 2020 pour bouleverser nos smartphones. De nombreux jeux et applications (e-commerce, réseaux sociaux, navigation) devraient en profiter.

Google Maps AR

Des smartphones taillés pour l’IA

L’intelligence artificielle n’est pas en reste et c’est même elle qui doit permettre au smartphone de devenir « plus intelligent ». Google multiplie les améliorations en ce sens avec son Assistant tandis que ses Pixel (XL) ont séduit en misant sur l’IA. Cette dernière va continuer d’apporter son lot d’améliorations dans divers domaines comme la photo, les performances, la gestion de la batterie ou l’automatisation des tâches. Pour cela, de plus en plus d’appareils vont embarquer des puces dédiées appelées NPU (Neural Processing Unit).

Batterie : une recharge toujours plus rapide

Déjà présente sur de nombreux modèles, la recharge rapide (voir notre dossier dédié) va continuer à progresser dans les années à venir. Toujours plus performant, le smartphone peine à faire progresser son autonomie et il est encore difficile de trouver des modèles capables de dépasser, voire simplement d’atteindre deux jours d’usage sans recharge.

L’an 2020 ne permettra pas toujours pas au téléphone intelligent de se rapprocher de l’illustre 3310, mais des progrès seront à noter. Outre des composants moins énergivores, la charge rapide va devenir encore plus véloce dans les années à venir. La marque qui monte, Xiaomi, a présenté un chargeur 100 W qui promet de recharger votre appareil en 17 minutes. Chez Vivo, la technologie FlashCharge 120 W promet le plein d’une batterie de 4 000 mAh en moins d’un quart d’heure.

smartphone chargeur

Il ne s’agit toutefois que de démonstrations et de nombreuses interrogations entourent ces systèmes. Les fabricants devront notamment rassurer sur leur capacité à limiter la chauffe des mobiles, avant tout lancement commercial. La charge « super » ou « ultra » rapide devrait donc arriver progressivement sur nos appareils.

 

 

Marketing Technology Trends for 2019 and 2020: more than 75% of the customers expect that companies understand their needs and expectations

Author: Avi Ben Ezra is the Chief Technology Officer (CTO) and Cofounder of SnatchBot and SnatchApp (Snatch Group Limited)

Source: https://www.newstrail.com/marketing-technology-trends-for-2019-and-2020/

 

Marketers, today have a variety of tools available to them to offer consumers and business buyers the convenience, relevance and responsive engagement expected. Customers are now better connected than ever before, they have presence and interact across a broad range of media. The fast pace with which marketing continues to move forward means that it is extremely easy to be left behind and the fast developments in marketing technologies are not something to be ignored. They not only make predictions easier, but also take a load of work off the shoulders of the employees in the marketing department but also increase the way that the rest of the company interacts with its customers, giving them the personalization and interaction that they demand. A good marketing program necessitates that marketers make use of these modern technology trends, since they understand the needs and behaviors of their consumers better than everyone else, presenting initiatives that will continue transforming their company campaigns to meet the challenges ahead.

With the second quarter of 2019 already gone, what are those technology trends that will continue to shape the way marketers plan ahead?

Taking the statistics from previous years and comparing then with the present, there is a significant rise in marketing tech users and companies are seeing noteworthy results in their competitive advantage.

It is estimated that the sharing of marketing metrics with sales teams has grown at a rate of 21% in the last year and a half and similarly, so have the number of data sources used by marketers. The adoption of AI is increasing at an even faster rate and marketers are making more use of coordinated channels too.

What is driving these increases?

The driving force behind the increases is the connected customer, who expects convenience, relevance and responsive engagement. Consumers judge a company from their overall experience and never separate interactions with various departments. Therefore, it is important that they see the company that they buy from as one with the company that they interact with and that they get the same level of service across all departments.

According to consumer surveys, today’s consumers don’t only have high standards for product quality, but also expect these to be matched in other interactions with other services that they might need. Competition is stiff and consumers have all the information about competitors available in seconds through their Smartphones and laptops.

Gone are the days when each department worried about its own performance. Today, sales, customer service, commerce and marketing are responsible for ensuring the entire consumer experience – no department can afford to act independently from the other. The initiatives for these efforts always fall onto the marketing department since it completely understands customer needs and behavior.

How can marketers lead their companies to success?

These three essential technology trends will enable marketers to continue to direct businesses in a successful direction.

  1. Personalization is the top priority

The majority of customers, more than 75%, expect that companies understand their needs and expectations. At the same time, over 50% expect that any offers they receive are personalized. Therefore, personalization is a crucial element and comes with important benefits which include: brand building, lead generation, customer acquisition, up-selling; customer retention and customer advocacy.

Artificial intelligence (AI) is one of the most important marketing tech tools for personalization because it aids marketers to unlock the data needed.

The capabilities of AI are expand continuously and so do the ways that marketers use it: predictive journeys, real-time offers, improved customer segmentation,  personalized channel experience, automated social and messenger app interactions, dynamic landing pages and websites, media buying, and offline/online data experience facilitation and programmatic advertising.

Personalization is important to customers, but so is transparency about how that data is used. Regulators also worry about transparency and recent data breaches have also shaken consumer confidence.

High percentages (over 75%) of customers do trust companies with personal information if it is to be used to fully personalize their experience, but they demand clarity on how the information will be used.

In the past two years, marketers are more mindful about how privacy and personalization can be balanced in order to fully satisfy their customer needs.

  1. Making sense of customer data

Data sources for marketers abound as they go about tallying email open rates, ad click rates and more. This information allows them to engage the right individual with the right information and also at the right time. In 2017, the median data sources available to marketers were 10 and the number has shot up by 15% already in a period of just 2 years.

More data does not necessarily mean a more unified view, as many marketers struggle to make sense of all the data that becomes available. A mix of various solutions is often the preferred set up for some marketers, where they unite data from marketing databases to email service providers. Another one of the fast growing areas in marketing tech is data management platforms (DMP) which are offering a wide range of solutions for this problem and for many others too.

Originally, DMP was mostly used for monitoring ad performance and optimizing media campaigns. Organizations have evolved its uses and now often include the management of customer identity and other solutions. DMP use is on the rise and it will continue to offer marketers a unified solution to their customer identity challenges and vital opportunities in marketing management.

  1. Cross-channel marketing

The top challenge and priority for marketers is to have the ability to engage customers in cross-channel, real-time conversations. This is where proper use of RPA and omni-channel chatbot solutions are valuable.

Even though cross-channel marketing is not a new concept, it is not always easy to achieve since most customers now use an average of 10 channels in their communications with companies. Standard expectations are to have two-way communication with customers. Most messages across channels are duplicates, and there is no coordination between them. The ideal communication, something which most companies are aiming to achieve, is to engage customers dynamically across channels through messages that evolve across each communication channel.

The channels of communication are mostly: website, mobile app, social advertising, video advertising, social publishing, Email, mobile messaging, banner ads, paid search (SEM) and voice activated personal assistants.

Marketers need to start meeting the expectations that customers have for cross-channel engagement. Marketing technology allows for such collaboration between marketing and the other teams within the business, allowing it to be more competitive.

The integration of new technologies will be the way forward for businesses in order for them to be able to better enhance their customer experience. Of the marketing technologies that are expected to have the biggest impact on interactions, data collection, and personalization are the technologies of artificial intelligence and augmented reality.

Conclusion:

Marketers need to take time to start understanding how the digital landscape and the technology it offers can improve the performance of their campaigns. Perhaps, starting with the implementation of one trend to may be enough, but incorporating them cohesively can lead to even greater results. Suggested reading: Avi Ben Ezra on Chatbot deployment in Europe. 

X-Marketing: The Next Rules of Marketing

Summary of Peter Fisk’s new “X-Marketing” masterclass, delivered worldwide for the first time at Istanbul Raffles Hotel, 5 December 2016. It explores the “next” generation of marketing practices (also known as Marketing 4.0 or Exponential Marketing).

More information at http://www.theGeniusWorks.com .. or email directly peterfisk@peterfisk.com for “X-Marketing” workshops, masterclasses and inspiring keynotes.

The concept in brief:

Markets have changed. Customers have changed. Has your marketing? Have you?

A new generation of businesses (new technologies, new business models, new leadership) is emerging to address a new generation of customers (new audiences, new geographies, new aspirations). Marketing exists to connect businesses and customers, in relevant and profitable ways.

A new approach to marketing is therefore required. Some of the new approaches, and maybe the language, will be familiar. But not all, and not joined up as a fundamental approach to driving business performance. Together, some call it Marketing 4.0 or Exponential Marketing, but whichever labels you apply, it involves a seismic shift in philosophy and practice.

It fundamentally challenges every marketer who still turns first to their strategic plan. And then to their advertising agency, or even their web developer. It is fundamentally digital in mindset, but human as well as technological. It demands analytical thinking, content and networks, but also vision and creativity. It requires new types of leaders, and a new mindset for every marketer.

Idea 1 : EXPONENTIAL WORLD

Will Elon Musk take you to Mars in 2025?
2016, the year of Amazon Dash and Pokemon Go
There’s never been a more scary or exciting time (aka Turkey)
Michelle Phan could be the biggest brand in the world
Creating a revolution in finance, retail, and healthcare
Will brands like Akbank, Ulker, and Vodafone be here in 2025?
What’s your brand’s 10X?

Idea 2 : THE 10X RULES

Growth Hacking: Why the strategy process is dead
Customer Immersion: Deep diving for designer insights
Platform Innovation: Reinventing markets and business
Brand Storytelling: Making ideas human and contagious
Social Influencers: Forget advertising, think movements
Enabling Experiences: from hype to help, the job to be done
Exponential Impact: amplifiers and accelerators of growth.

Idea 3 : XMARKETING

Rethinking your marketing with “the 6Ds of Exponential”
Machines, robots, AI, AR, VR and the singularity
What can we all learn from Snapchat’s story?
Being human, time with friends, creativity and giving back
Be inspired by East India, Surfair, Tencent and Vice
Beyond the bullshit, where do you start?

Peter is a global thought leader on brands and business delivering innovation and growth. He is a bestselling author, keynote speaker, and expert consultant. His new book “Gamechangers: Creating Innovative Strategies for Business and Brands” is recently published. He is Founder and CEO of GeniusWorks, a boutique consulting firm based in London, and Professor of Strategy, Innovation and Marketing at IE Business School. He features in the prestigious “Thinkers 50 Guru Radar” as one of the best new business thinkers. Pet

Gartner’s Top 10 Strategic Technology Trends for 2017 – Smarter With Gartner

Artificial intelligence, machine learning, and smart things promise an intelligent future.

Source: Gartner’s Top 10 Strategic Technology Trends for 2017 – Smarter With Gartner

Today, a digital stethoscope has the ability to record and store heartbeat and respiratory sounds. Tomorrow, the stethoscope could function as an “intelligent thing” by collecting a massive amount of such data, relating the data to diagnostic and treatment information, and building an artificial intelligence (AI)-powered doctor assistance app to provide the physician with diagnostic support in real-time. AI and machine learning increasingly will be embedded into everyday things such as appliances, speakers and hospital equipment. This phenomenon is closely aligned with the emergence of conversational systems, the expansion of the IoT into a digital mesh and the trend toward digital twins.

Three themes — intelligent, digital, and mesh — form the basis for the Top 10 strategic technology trends for 2017, announced by David Cearley, vice president and Gartner Fellow, atGartner Symposium/ITxpo 2016 in Orlando, Florida. These technologies are just beginning to break out of an emerging state and stand to have substantial disruptive potential across industries.

Top 10 Strategic Technology Trends 2017

Intelligent

AI and machine learning have reached a critical tipping point and will increasingly augment and extend virtually every technology enabled service, thing or application.  Creating intelligent systems that learn, adapt and potentially act autonomously rather than simply execute predefined instructions is primary battleground for technology vendors through at least 2020.

Trend No. 1: AI & Advanced Machine Learning

AI and machine learning (ML), which include technologies such as deep learning, neural networks and natural-language processing, can also encompass more advanced systems that understand, learn, predict, adapt and potentially operate autonomously. Systems can learn and change future behavior, leading to the creation of more intelligent devices and programs.  The combination of extensive parallel processing power, advanced algorithms and massive data sets to feed the algorithms has unleashed this new era.

In banking, you could use AI and machine-learning techniques to model current real-time transactions, as well as predictive models of transactions based on their likelihood of being fraudulent. Organizations seeking to drive digital innovation with this trend should evaluate a number of business scenarios in which AI and machine learning could drive clear and specific business value and consider experimenting with one or two high-impact scenarios..

Trend No. 2: Intelligent Apps

Intelligent apps, which include technologies like virtual personal assistants (VPAs), have the potential to transform the workplace by making everyday tasks easier (prioritizing emails) and its users more effective (highlighting important content and interactions). However, intelligent apps are not limited to new digital assistants – every existing software category from security tooling to enterprise applications such as marketing or ERP will be infused with AI enabled capabilities.  Using AI, technology providers will focus on three areas — advanced analytics, AI-powered and increasingly autonomous business processes and AI-powered immersive, conversational and continuous interfaces. By 2018, Gartner expects most of the world’s largest200 companies to exploit intelligent apps and utilize the full toolkit of big data and analytics tools to refine their offers and improve customer experience.

Trend No. 3: Intelligent Things

New intelligent things generally fall into three categories: robots, drones and autonomous vehicles. Each of these areas will evolve to impact a larger segment of the market and support a new phase of digital business but these represent only one facet of intelligent things.  Existing things including IoT devices will become intelligent things delivering the power of AI enabled systems everywhere including the home, office, factory floor, and medical facility.

As intelligent things evolve and become more popular, they will shift from a stand-alone to a collaborative model in which intelligent things communicate with one another and act in concert to accomplish tasks. However, nontechnical issues such as liability and privacy, along with the complexity of creating highly specialized assistants, will slow embedded intelligence in some scenarios.

Digital

The lines between the digital and physical world continue to blur creating new opportunities for digital businesses.  Look for the digital world to be an increasingly detailed reflection of the physical world and the digital world to appear as part of the physical world creating fertile ground for new business models and digitally enabled ecosystems.

Trend No. 4: Virtual & Augmented Reality

Virtual reality (VR) and augmented reality (AR) transform the way individuals interact with each other and with software systems creating an immersive environment.  For example, VR can be used for training scenarios and remote experiences. AR, which enables a blending of the real and virtual worlds, means businesses can overlay graphics onto real-world objects, such as hidden wires on the image of a wall.  Immersive experiences with AR and VR are reaching tipping points in terms of price and capability but will not replace other interface models.  Over time AR and VR expand beyond visual immersion to include all human senses.  Enterprises should look for targeted applications of VR and AR through 2020.

Trend No. 5: Digital Twin

Within three to five years, billions of things will be represented by digital twins, a dynamic software model of a physical thing or system. Using physics data on how the components of a thing operate and respond to the environment as well as data provided by sensors in the physical world, a digital twin can be used to analyze and simulate real world conditions, responds to changes, improve operations and add value. Digital twins function as proxies for the combination of skilled individuals (e.g., technicians) and traditional monitoring devices and controls (e.g., pressure gauges). Their proliferation will require a cultural change, as those who understand the maintenance of real-world things collaborate with data scientists and IT professionals.  Digital twins of physical assets combined with digital representations of facilities and environments as well as people, businesses and processes will enable an increasingly detailed digital representation of the real world for simulation, analysis and control.

Trend No. 6: Blockchain

Blockchain is a type of distributed ledger in which value exchange transactions (in bitcoin or other token) are sequentially grouped into blocks.  Blockchain and distributed-ledger concepts are gaining traction because they hold the promise of transforming industry operating models in industries such as music distribution, identify verification and title registry.  They promise a model to add trust to untrusted environments and reduce business friction by providing transparent access to the information in the chain.  While there is a great deal of interest the majority of blockchain initiatives are in alpha or beta phases and significant technology challenges exist.

Mesh

The mesh refers to the dynamic connection of people, processes, things and services supporting intelligent digital ecosystems.  As the mesh evolves, the user experience fundamentally changes and the supporting technology and security architectures and platforms must change as well.

Trend No. 7: Conversational Systems

Conversational systems can range from simple informal, bidirectional text or voice conversations such as an answer to “What time is it?” to more complex interactions such as collecting oral testimony from crime witnesses to generate a sketch of a suspect.  Conversational systems shift from a model where people adapt to computers to one where the computer “hears” and adapts to a person’s desired outcome.  Conversational systems do not use text/voice as the exclusive interface but enable people and machines to use multiple modalities (e.g., sight, sound, tactile, etc.) to communicate across the digital device mesh (e.g., sensors, appliances, IoT systems).

Trend No. 8: Mesh App and Service Architecture

The intelligent digital mesh will require changes to the architecture, technology and tools used to develop solutions. The mesh app and service architecture (MASA) is a multichannel solution architecture that leverages cloud and serverless computing, containers and microservices as well as APIs and events to deliver modular, flexible and dynamic solutions.  Solutions ultimately support multiple users in multiple roles using multiple devices and communicating over multiple networks. However, MASA is a long term architectural shift that requires significant changes to development tooling and best practices.

Trend No. 9: Digital Technology Platforms

Digital technology platforms are the building blocks for a digital business and are necessary to break into digital. Every organization will have some mix of five digital technology platforms: Information systems, customer experience, analytics and intelligence, the Internet of Things and business ecosystems. In particular new platforms and services for IoT, AI and conversational systems will be a key focus through 2020.   Companies should identify how industry platforms will evolve and plan ways to evolve their platforms to meet the challenges of digital business.

Trend No. 10: Adaptive Security Architecture

The evolution of the intelligent digital mesh and digital technology platforms and application architectures means that security has to become fluid and adaptive. Security in the IoT environment is particularly challenging. Security teams need to work with application, solution and enterprise architects to consider security early in the design of applications or IoT solutions.  Multilayered security and use of user and entity behavior analytics will become a requirement for virtually every enterprise.

David Cearley is vice president and Gartner Fellow in Gartner Research and is a leading authority on information technology. Mr. Cearley analyzes emerging and strategic business and technology trends and explores how these trends shape the way individuals and companies derive value from technology.