PHOTOSHOP MANIPULATION BY BILL GREENWOOD //
BILLGREENWOOD.CO.UK
ESSAYS
TERRY MAKEWELL, HEAD OF DIGITAL & GLOBAL MEDIA AT MET OFFICE
EYES ON THE HORIZON
Using new technology isn’t about being on the bleeding edge just for the sake of it. It’s about knowing who your customers are and how they want to access your content. This hasn’t changed. New technology brings new touch-
points to reach new customers. But with this increase in the number of devices there’s also an increase in the likelihood of a legacy nightmare for your IT department. They may get grumpy. Business continues to be a fi ne
balance between scanning the horizon for new technology and ensuring that this new tech is applicable for your customers. The technology behind Google Glass, for example, could change the market for a lot of us. But until privacy issues are resolved it could just be seen as a red herring which makes even the best marketer take their eyes off the goal. metoffi
ce.gov.uk
KATE COOPER, MD AT BLOOM WORLDWIDE
EVERYTHING IS SOCIAL
The term ‘social media’ is comparatively new but is rapidly becoming obsolete as ‘sociality’ becomes integrated into every digital (and non-digital) interaction. At Bloom our work for clients like
Toyota has rapidly moved beyond social media which, in my opinion, is still activated in a very traditional way by most brands. Underpinning the idea that ‘social is everywhere’ is an approach that brings together mobile, the web, all things digital and even offl ine media. All these refl ect people’s desire to be connected.
I’m seeing this trend most
MATT GARDINER, DIRECTOR SALES & SERVICES AT MELBOURNE SERVER HOSTING
PROTECT AND SURVIVE
strongly in conversations about smart homes and smart cities, as social media and the internet of things collide with the built environment to transform our day-to-day experiences. We’re currently involved in an upcoming project called Smarter London where we explore how digital technologies are shaping the very fabric of the city. The desire to be social and the enabling power of digital technologies have become so much more than ‘just social media’. Brands have a huge opportunity to capitalise on this trend. But they also face a big risk if they’re unable to adapt to the pace of change and meet the evolution of consumer expectation by thinking that just ‘buying’ social media will cut it.
bloomworldwide.com
39 issue 22 october 2014
SOCIAL MEDIA IS STILL ACTIVATED IN A VERY TRADITIONAL WAY BY MOST BRANDS”
Data protection might not be the most interesting aspect of digital marketing but it’s certainly becoming one of the most important. Sony, eBay and Adobe are just a few big names that have suffered at the hands of hackers. The scandal earlier this year [involving leaked celebrity pictures] has raised serious questions about whether data is safe in the cloud. Cloud hosting can offer
benefi ts such as instant set-up, lower costs and on-demand capacity for web traffi c spikes. Compared to a public cloud environment, a managed hosting provider allows you to have full control over your servers and data, giving you additional peace of mind.
Marketers hold
responsibility for collecting and utilising customer data.
However, decisions regarding storage and protection are often left to IT departments. When data breaches happen it can damage customer relationships. For that reason I’d encourage all marketers to consider how much they know about where their customer data is stored.
melbourne.co.uk
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