Emerging Media: Everything and the Kitchen Sink

Having spent the last 12 years of my career more focused on the digital and social side of marketing, emerging media is something that is talked about frequently. But how far does emerging media go, for example does it include wearable technology? After all, your exercise device isn’t selling you athletic clothes or shoes. But the whole idea is that these tools will enable future marketing opportunities, right? For example, Disney Magic Bands just announced a $1 billion expansion of MyMagic+ including how they can leverage other wearable technology. Currently “36% of U.S. organizations interact with customers and prospects in five or more channels”. You can read more about the future of digital marketing here. We should expect that to grow exponentially. Another example might be a smart washer and dryer that you can control via your phone. I don’t expect it to market to me in the future by running ads on my machines in the laundry room. But what if there was collaboration between the machine companies and the consumer goods companies who make laundry detergent? One of the things I’m particularly interested in is when do we stop classifying digital media as its own category and just talk about it within our overall media mix. For example, at some point radio, TV and even the worldwide web were new, but now they are just levers we pull in an integrated marketing plan. Do you think eventually it will all just be media or marketing? I’m looking forward to WVU IMC 619 “Emerging Media & The Market” as we discuss what is and isn’t emerging media and...

Technology that makes a point

What is your favorite non-traditional interactive media example? One of mine is the bruised woman billboard that healed as people looked and paid attention. Retrieved from http://mashable.com/2015/03/06/london-billboard-facial-recognition-domestic-violence/. Set-up ahead of International Women’s Day it was a collaboration between photographer Rankin, WCRS and the charity women’s aid. Not only do I think the concept is thought provoking and different, but I love the technology, which uses facial recognition to time how long people pay attention and displaying it at the bottom of the screen. The only thing I may have added was a prompt, via a location based mobile push to donate to Women’s Aid throughout the experience. What else would you have...