Archive for February, 2013
If you’ve ever had that feeling that you’re being watched while shopping in a clothing store, you might’ve been right… and it may be the mannequins! In a twist that seems to have come straight out of a script from Minority Report or Total Recall, an Italian manufacturer named Almax has designed a new mannequin that keeps an eye on your shopping habits. It’s called the EyeSee, and it can be used to keep tabs on you using video cameras and an internal processing unit.
So what kinds of data do these gawking mannequins acquire? When placed in a storefront window they can use facial recognition to determine various traits about passers-by. They can determine the gender, age and ethnicity of individuals from that facial feature data. It also counts the number of people passing by to determine which hours are the busiest, and it can even keep track of how long someone spends in the store – all very useful information for marketing purposes!
The software can be used to gauge how popular a certain display is, by keeping track of how many people look directly at it. It can be used to ascertain at what times your store is busiest, allowing you to staff accordingly, and you can even determine which parts of the store are busier than others and at what time, allowing for more effective allocation of staff resources.
This will also give you the information you need to run the most effective sales promotions that bring in consumers. Once you have more info about who your consumers are, you can tailor the store to their needs and keep them coming back again and again.
Privacy is naturally a concern with these mannequins, however the manufacturers are reassuring the public that none of the information is transferred as the mannequins themselves process all of the data. With that in mind, someone would literally have to steal the mannequin to gather any private info from it. I guess that’s pretty reassuring… unless you’re still freaked out by that Doctor Who episode with the homicidal mannequins.
|No comments||This entry was posted by EIC Social Media Team on February 25, 2013 at 4:00 pm, and is filed under Technology in Society. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
With a quick internet search, you’ll find numerous articles discussing the brand loyalty of Latinos. While Latinos are paving the way in market trends, it seems that a small amount of experts are addressing this phenomenon, and a consumer study was released accordingly in December with the purpose of identifying these trends.
The study was conducted using a ‘risk vs reward’ module, breaking the average purchase down into four definable categories. The ‘burden’ category includes items that are perceived as being high risk and low reward. Take health insurance, for example – the wrong company may charge you exorbitant rates, but you only see benefits if you have a medical emergency. Other categories include passion (low risk, high reward purchases), routine (low risk, low reward), and entertainment (high risk, high reward).
The study next focused on how Latinos went about making purchasing decisions. It was found that this was done in a great variety of ways. About one fifth simply sought out the lowest price, while another fifth were most likely to get higher quality items at lower prices by taking advantage of sales, coupons, and other means.
The next fifth seemed to purchase old standbys to keep shopping time down to a minimum – they would simply purchase whatever had worked for them in the past. The rest were made up of those who were looking for top quality items and would do research to find them, bargain shoppers who were looking for deals for the fun of it, and those who shop simply because they enjoy the adventure of it and want to see what is in style. This debunks the stereotypical myth that Hispanics are typically just out for a great deal.
Since the Hispanic community is very tight-knit, it makes sense that social networks influence the way Latinos shop. This includes their social and family circle, both online and offline. Latinos are also very hands on – more than half admit they want to hold a product before deciding whether or not to purchase it.
Latinos are also three times more concerned about the environment of a store while shopping, viewing it as part of the experience. This is likely why Latinos are twice as spontaneous in their purchasing as other shoppers.
I’m personally into showrooming – I love to go into stores to actually see and feel a product, then ‘comparison shop’ and often make the final purchase online. This is very common in the Latino community. Furthermore, nearly half of Latino shoppers will watch videos that accompany products while shopping online, and over a third will leave feedback on items they purchase.
The Latino culture is one of the foremost cultures shaping the future of US sales trends. This makes it all the more important for marketers to take Latino shopping behaviors into consideration when developing strategies for mobile advertising.
|No comments||This entry was posted by EIC Social Media Team on February 18, 2013 at 4:00 pm, and is filed under Digital Advertising. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
It’s a fact that on the worldwide scale, the United States is behind many other countries when it comes to Internet access – both in our connection speed, and in the high cost of access. Nearly a third of the United States can’t afford a broadband internet connection, while in some countries such as Korea more than 9 out of 10 individuals have high speed internet access. Why not make broadband Internet access a public utility so that everyone can benefit from it? Here are some of the reasons why the US is behind when it comes to network connections.
Ultimately it comes down to greed. Sure, there is some expense associated with ensuring the availability of broadband internet across the diverse geography of the United States, but a bigger problem lies in the fact that just a few tech and communications giants control the entire nation’s internet access.
And where is the money from these conglomerates going? Into the pockets of some very wealthy CEOs is one of the main places – in fact, the CEOs from the four largest broadband access providers in the US make between $15 and $30 million a year each.
This is why the average American has less than half the internet speed of the average Korean – we pay more (about $100 per year more) for much less. Meanwhile, the profit margin of ISPs is incredible, with some companies spending as little as 5% of what they take in on providing the access they charge exorbitant rates for. The $100,000’s we spend on internet access is used by these telecommunications giants to ensure that they continue to hold sway in Washington.
Within the next 3 years, it is projected that the average household will use over 50GB’s of data per month. Unfortunately due to corporate policies, it appears as if that data will have to trickle in at just a few MB’s at a time.
|No comments||This entry was posted by EIC Social Media Team on February 11, 2013 at 4:00 pm, and is filed under Technology in Society. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
People often make resolutions to kick off the new calendar year – what should be on the list for mobile marketers? Here are a few things you may look to accomplish in 2013.
The first thing has to be an increase in returns – companies want to see results on the tons of cash they have already sunk into mobile marketing (and they are forecast to spend even more this calendar year). This is the year of showing clients the money.
Another resolution for many is to step up their game. Obviously we want to better ourselves and the quality of our work every year – clients expect that, and we should expect it of ourselves. The mobile market is still evolving, and that means that the market is constantly in flux.
Mediocre results may have been OK last year, but now is the time to root out any issues and clear out any bad business habits your company may have fallen into that are slowing growth – organization of data will be key.
As with any business, we never want to stop learning the trade. This is particularly important in mobile marketing, because once again the playing field is changing on almost a daily basis. Researching the ways that mobile users behave is always a great way to boost your marketing performance, and keeping up to date is going to be key in an industry that thrives on relevancy.
Don’t forget to recycle data – there is such a morass of information out there that marketers can easily become bogged down. Many are trying to take a fresh look at already collected data, saving it for later when it may pay to look again from a different angle. This gives you the opportunity to capitalize on victories over and over again, and also to figure out what you missed when you first made a mistake. We can learn from both our successes and our failures.
Many are also determined to get to know people as individuals. Marketing used to be about the broad spectrum – how do you advertise to stay-at-home moms? What will 18 to 29 year old males be drawn to? But that is the past – we now have access to much more information, and by learning how individuals work a whole new world of marketing opportunities arises.
Finally, the resolution that has to find its way onto everyone’s list is to actually accomplish what you set out to do – don’t be satisfied with resting on your laurels and providing the same service from year to year, because your competition is going to do more.
Set up a plan, stick to it, set reasonable and reachable goals, but also set them high enough to actually make progress – as your client base and bottom line grow, you will be glad that you did.
|No comments||This entry was posted by EIC Social Media Team on February 4, 2013 at 4:00 pm, and is filed under Digital Advertising. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|