The Digital Age

Over the past few months, I have been given the task of posting weekly blogs that consisted of digital topics. In that time, I have truly seen the depth and control that digital media has in every aspect of our lives. Everything we do is almost always done through some form of digital medium. We shop digitally, order food from websites, find dates on apps, talk through video, plan our days on digital calendars, share our lives on all forms of social media, and so much more.

In my experience, technology has been very beneficial. It opens up a world of convenience, entertainment, and satisfaction. I am certain that there are not many people that could live without these privileges. However, I have also witnessed technology be debilitating for a lot of social interactions. Everywhere I turn I see people staring at their phones, and after four years of college, I have yet to sit next to someone on a bus who does not look at their phone the entire ride. I would be lying if I said I did not fit into this category, because I am just as guilty as my fellow students. I have caught on to this so called "norm," and I constantly look at my phone to keep myself occupied. I am not trying to advocate for more social interactions and less technology time (even though I fully support it), but rather use this as an example of how prominent digital media is in our lives.

Businesses, whether small or large, are also heavily dependent on digital technologies. As technology develops, businesses will adopt these and continue to grow. I am pleased to be studying a profession that relies on these digital advances, and will always present new challenges that will help me learn and expand my career.

The Social Battle

Last week, Facebook released an update to their app that includes their own version of "stories." Similar to Instagram, the new Facebook design adds a strip of stories to the top of the page. Facebook did this in an effort to compete with Snapchat and increase their daily use. The stories carry similar features as Snapchat, such as filters.

With Snapchat being Facebook's main competitor, and the decline in overall usage, Facebook realized they had to make some updates in order to retain their user base. The growing trend among millennials is the concept of video and photo communication. Snapchat users normally put their activities on their story, before they post a picture and clever caption to Facebook. Snapchat has just become a fun, interactive way to show your friends what you are doing, and filters have made the experience even more entertaining.

In my opinion, this new creation by Facebook has the potential of being beneficial, but I could also foresee it being ineffective. Implementing Snapchat style stories was a move in the right direction for Facebook, because people are fascinated by consumer generated content. Consumers will go nuts over digital content that requires participation that will ultimately lead to a fun experience. If Facebook had just recreated Instagram's version of stories, I would not anticipate users to accept the new Facebook design. However, since they implemented filters to compete with Snapchat, I think users will be more likely to try out Facebook's newest addition. However, I think Facebook is too late in adopting this new feature. Even though people crave new digital trends and consumer generated content, Snapchat is the current leader in video and photo communication. I think consumers will be slow to adopt Facebook's version, since they have been accustomed to Snapchat. In my opinion, the Facebook and Snapchat stories are too similar, and I don't think Facebook can compete with Snapchat's presence in digital communication. Facebook has always been the outlet for sharing photos and captions, and Snapchat has been the outlet for sending quick videos and photos with cute snapchat filters and voice changing animations. The two platforms are meant for two completely different things, and I don't see people turning to Facebook to send the things they would normally send through Snapchat. That does not mean that people won't experiment with Facebook stories to see what filters that have to offer.

Lights, Camera, FaceTime

The lights, videography, and animations are just a few of the technological features that make concerts so impressive. Two of my favorite Country artists got creative and made use of a different form of technology to wow their fans. Brad Paisley was performing in London when he FaceTimed Carrie Underwood to join him for their duet, "Remind Me." The video recorded by a fan shows brad singing on stage, with his FaceTime window in the corner of the screen. There is motion in the background and Carrie appears just in time for her part. According to comments on the video, the FaceTime was prerecorded, but other reports stated that this particular FaceTime for the London show was actually live. A similar FaceTime video was also taken at his Colorado performance. Whether the stunt was planned, or not, the excitement and energy of the crowd can be heard in the video, and the FaceTime perception gives fans a more personal, real-time experience.

The creation of video chats and calls has redefined communication. It allows people to be in 
"attendance," without actually being in physical attendance. During their surprise performance, Carrie jokingly said, "I wish I could be there! But this is better because I don't actually have to be with Brad!" I see FaceTime as a more personal experience than regular phone calls, and I'm glad technological advances have allowed us to have that form of communication. 

I have always been a big advocate for FaceTime, because it has allowed me to experience things that I would have missed without it. It has allowed me to see my family while I'm away at school, watch my niece and nephew's funny moments, coach my parents through all their technological struggles, and so much more. 

There's an App for That

This popular saying has been thrown around as the answer to almost every dilemma. Apple even filed for a trademark on the saying in 2009 after they aired it in a commercial for the iPhone 3G. This past week I finally realized the truth and magnitude of this saying. My family planned a trip to The Georgia Aquarium, and while buying our tickets, there was an advertisement to download their app for information about events, or to request a map from an employee upon arrival. I decided to utilize the app while we were there, and it became very useful in planning our day. The app allowed you to keep up with events and showtimes throughout the day, as well as a map around the aquarium. Throughout the day, I never spotted a single person with a physical map or brochure in their hand, and I noticed more people on their phones. Whether they were utilizing the app or not, it made me think about the immense impact of the digital realm on society.

After our visit at the aquarium, we made our way to The Cheesecake Factory. When I walked in the door, the first thing that caught my eye was a poster promoting their app, "CakePay." This app shows pictures of items on the menu, and allows you to pay for your meal, without waiting on your check. You can also split the check and add a tip right from your phone. The Cheesecake Factory is not the only restaurant to create an app for customers. Places like Dunkin' Donuts and Chick-fil-A allow you to order your food ahead of time and have it ready when you arrive.

From alarm clocks that make you solve a math problem to turn it off, to flight simulators, and a multitude of dating apps, there truly is an app for every topic and occasion. The apps commonly used for dining or leisure activities, like the ones mentioned above, are usually designed with the customer in mind for a more convenient, stress free experience. Generations of people have become more and more engulfed in their phones, making it necessary for places to adopt consumer generated content and apps to keep up with their competition. Our world has become so digitally developed that it is almost detrimental to a company to rely solely on printed sources, rather than digital integration.

A Social Revival

I will unashamedly admit that I am a fan of the TV show, Swamp People, and I was one of 2.5 million viewers who tuned in last Thursday to watch the Season 8 premiere. They took first place over all other shows that came on Thursday night. A year ago, when Season 7 premiered on TV, the show was missing a few cast members. Fans later learned that certain stars of the show had been cut for that season. To make matters worse, History announced that Season 7 would be the last. Fans turned to social media to express their disappointment. Twitter and Facebook were flooded with posts directed towards the History Channel to bring the show back for another season.

The History channel responded exceptionally well by listening to the consumer. Last month, I noticed a commercial on TV for Swamp People that said, "The fans spoke, and History Listened." They revealed that they agreed to another season of the show. They posted the announcement to their Twitter and Facebook page, as well. I believe that the main objective for marketers is to listen to the consumer and respond according to their needs and desires to improve customer satisfaction. It was not entirely clear why the History Channel canceled the show in the first place, but it was in their best interest to take fan's tweets and Facebook posts to heart and re-launch the show. 

The overwhelming success and viewership of the Swamp People premiere Thursday night is proof that social media outlets are very powerful platforms. In this situation, Twitter and Facebook were the only avenues where the customer's voice could be heard, and broadcasted to the right people. If customers did not express their concerns on social media, History would never know the loss they were truly making by cutting the show when its popularity was still at its peak. 

Suggested Shopping or Creative Enticing?

Last week, one of my professors briefly mentioned that Amazon was the creative mind behind "recommended" items that show up during any online shopping experience. I was not surprised to hear that Amazon was the company to create this feature, but it was not something I ever really thought about. So I decided to do some research and learn a little more about this element of e-commerce that we all use.

The recommendations list is powered by an algorithm that automatically draws from the item you are looking at to display similar items. These items can show up based on the number of reviews made, or the popularity of the product. Amazon refers to this suggestion based technology as "Item-to-Item Collaborative Filtering." In addition to showing related items at the bottom of the product page, Amazon also places those items on the home page whenever you log in to Amazon. Even though Amazon is the creator behind this feature, almost every e-commerce site utilizes it in some way. Sites that are not e-commerce based, like YouTube and Spotify also incorporate recommendations to give their viewers are more personalized experience.

Understandably, this feature is very successful for businesses. Amazon reported a 29% sales increase shortly after they launched the online shopping component. Another company that is a heavy user of recommendations is Netflix. There have been a number of times when I decided to watch a movie or TV show on Netflix just because it has shown up on my recommended list. The recommendation engine helps draw consumers to items that are not usually searched for, or considered, which in turn will increase their sales on those products. 

I think that this features is very beneficial to companies, because it offers customers a more personalized experience. In the end, all shopping experiences are about customer satisfaction and increasing sales, and the recommendation engine is successful in both of these areas. 

Sources: 

http://fortune.com/2012/07/30/amazons-recommendation-secret/
https://www.martechadvisor.com/articles/customer-experience/recommendation-engines-how-amazon-and-netflix-are-winning-the-personalization-battle/

The Patriots Weren't the Only Ones with a Come Back

During the Super Bowl last night, Google released an ad for their Google Home device. The ad featured a handful of people using their Google Home device to demonstrate the number of tasks that the device can perform. The ad sparked a chain reaction in a number of homes. Whenever someone in the commercial said "Okay Google," and asked their request, other Google Home devices in viewer's homes chimed in and responded. People took to Twitter to express their experience.

Whether the makers of this ad planned for this outcome or not, I think it worked in their favor. It was probably the most memorable advertisement for individuals who experienced this first hand, and for viewers who heard about it later on. The major goal of an advertisement is not to get consumers to go out and buy the brand after seeing it, but to cause consumers to recall that brand or product when they are interested in making a purchase from that market. Due to the hype that Google Home has created with this commercial, it has helped their brand stand out among competitors.

I imagine that some people might have a negative image associated with the brand after this antic. However, it is important to take note that Google Home's competitors, such as Amazon's Echo, have been responsible for the same thing. Additionally, I am sure most iPhone users have experienced Siri speak up when someone has said something that sounded like, "Hey Siri."

Personally, I think the aftermath surrounding this Super Bowl commercial is hilarious, and I think the makers of this ad had an idea that this would happen. The Super Bowl is a huge platform to air an advertisement, and it is a very effective way to communicate to a multitude of consumers.