[MShow] The Face of Emarketing

What are the most interesting things to have happened in E-marketing?

David Ives(Microsoft):

• Telecoms are putting in fibreoptic networks in South Africa. Mobile force is becoming a reality here. Mobile mail, mobile internet is what customers want.
• Prices are dropping.
• Better penetration of broadband. Online marketing will improve with better penetration, lower costs.
• World Cup is coming, so now is the time to get the infrastructure right, especially tourism applications for mobile.
• Shopping malls are streaming bluetooth content.

Daniela

Daniela took us through two examples of creative thinking and online interactivity.

In Stockholm, people were asked to rate their mood (How are you today?) on a scale of

colourful smiley heads. These were then aggregated to gauge the mood of city. The results were then projected as coloured lights onto five different buildings. You can then gauge the mood of a city by looking at the architecture. Washington, for instance, is dark green.

She then talked Use of codes and chips, QR Codes(Quick Respones Code). Barcodes are one dimension. QR writes in two dimension. Historically used to apply in stock control etc, but these days the codes are applied to advertising.

People access information with a click and their cellphone. You can generate your own 2D code, print out your code, and distribute it. For example, your code can direct users to your website. In Japan, Northwest allows you to scan a code and see what flights are leaving and when, and allow you to buy ticket directly.

Popke Munniksma

Mobile and Real world interaction is more prominent. Lots of interesting pilots happening, especially with RFID chips. For instance, special chips embedded in your cellphone allow you to interact with adverts that you like and downloads special offers from the advertiser. When you buy an item, you keep your cell phone near the cash register, and the coupon is automatically applied to your purchase.

Big challenge is how to get/transfer emotion between people, and between customers and organisations? There are some experiments that investigate how colours of light influence people moods to buy product. For instance: interactive mouse registers your mood, and emits special light to improve your mood, put you in a shopping mood etc.