The Millennials are changing the television industry as we know it. As the popularity of broadcast television dwindles, Millennials become prosumers in a dynamic market. In “Understanding the TV Habits of Millennials,” Beth Principi, Staff Writer at Emerging Insider Communications, predicts that the Millennials will be responsible for the future of television due to social, video and mobile developments.
Our society is completely interconnected through social technology, and so, television companies must find a channel through which existing platforms of TV viewing can be integrated in order to remain viable competitors in the industry. There has also been a massive shift towards streaming content, instead of watching broadcast television. In fact, according to a report by the New York Times, 34% of Millennials watch mostly online video/no broadcast TV, compared to just 20% of Generation X and 10% of Baby Boomers.
This gives companies two choices: either entice viewers back into broadcast television, or adjust to the changing television habits and platforms. Finally, with the increase in TV technology, Millennials are able to watch TV on the go. Multitasking is also another evolving facet that accompanies on-the-go TV viewing. It is important for television companies to realize that the Millennial generation embodies a clear shift in TV viewing that will continue to evolve with consecutive generations.
To read the full article by Beth Principi, visit http://www.appmarket.tv/opinion/2436-understanding-the-tv-habits-of-millennials.html
I think we’re getting a bit ahead of ourselves. I think the first question should be: What is big data? There are so many different definitions for big data that defining it is almost as daunting a task as sifting through it. Well, according to technology research firm, Gartner Inc., big data is “high-volume, high-velocity and high-variety information assets that demand cost-effective, innovative forms of information processing for enhanced insight and decision making.” Great, but what does that mean? Let’s put this in terms we can all understand.
Say you begin the morning by buying a Grande Cinnamon Dolce Latte from Starbucks with your credit card. When you see that the barista spelled your name hilariously wrong you have to send out a picture Tweet with the hashtag #StarbucksFail. From there you drive to work, but when you get there, decide you don’t want to begin working just yet. So, you do a Google search to find the best seafood restaurants in the area for your impending date night. You also take a look at some at-home seafood recipes and decide to Snapchat a funny one to your friend before finally getting to work researching exotic travel destinations for your company. Once the clock strikes 5PM, you hop in your car only to hit bumper-to-bumper traffic on the freeway. Using your GPS app on your smartphone, you reroute to back roads while looking up the number for your favorite pizza place and calling in a few pies. Once you’ve finished your dinner, you log on to your Netflix account and watch another episode of Orange Is The New Black before calling it a night. But not before you update your Facebook status.
Sounds like a typical Tuesday for anyone, right? Well, all of these activities are part of a bigger picture—big data. Your credit card has a digital record of all your purchases, applications like Facebook; Twitter and Snapchat track and monitor your behavior; web browsers also track and record your search and website history; and even your phone GPS stores and uses your data to better route you and others in the future. So while you have gone through your day with seemingly little social interaction, that doesn’t mean people don’t know what you are doing.
Whether or not this is a huge invasion of privacy is a debate for a different day. Regardless of your views on big data, this is just one scenario, of one person, on one day. Multiply that by the 2.9 billion internet users of the world and you can gain a basic understanding of just how huge big data is for one day. And big data doesn’t just stop there. It has seeped into almost every sector imaginable, including the public sector, healthcare, retail, manufacturing and government. According to a study by MGI, a retailer using big data could increase its operating margin by more than 60 percent. The same study also estimates that U.S. healthcare could create more than $300 billion in value every year by using big data to drive efficiency and quality. These are astounding percentages and numbers, but it still may not be quite clear how using big data can make this much of an impact on companies and industries.
Well, according to the same MGI study, big data can effectively be used in a number of different ways. It can make information more transparent and usable at a much higher frequency than ever before. It can also be stored and used to collect more accurate and detailed performance information to boost performance on items ranging from product inventories to sick days. Other companies are conducting controlled experiments using big data to make better management decisions. Using specific data points allows for narrower segmentation of consumers, resulting in more precise and tailored products or services. Advanced analyzing of big data can improve decision-making for companies. And finally, big data is instrumental in improving the development of the next generation of products and services.
The reality is big data is all around us and quickly becoming mandatory for all sectors. We are all part of the big data game whether we realize it or not. And even if you haven’t noticed its affects as a consumer, they are happening both in the background and foreground. Big data is big—astronomically big. In fact, big data is projected to grow into a $53.5 billion industry by 2017, up from $10.2 billion in 2013. And while it may seem unmanageable, businesses will need to find a way to successfully use specific data points to make the internal and external operations run as smooth as possible. The future of every industry depends on it.
Lately, media outlets have been rabidly covering the Net Neutrality legislation and the crippling blow it could inflict on the web. Internet Service Providers (ISPs) favor restrictions on it because it allows them to unequally value data and potentially overcharge customers who use excessive amounts of bandwidth for services like media streaming and online video chats.
One particular innovation that could suffer from the Net Neutrality legislation is cloud gaming. This service enables users to stream high-quality, full-length titles to multiple devices ranging from PCs to smart phones.
Through video streaming, games are stored on and streamed from servers that do the performance intensive work, making the power of the consumer’s device less important. With file streaming, however, games are downloaded to a machine capable of running them, then streamed to other platforms within its radius. This has the potential to disrupt the video game industry and revolutionize the way games are played, only if the internet remains neutral.
Introduced to the public several years ago, it seems the service is finally ready to take off considering the PlayStation Now Beta is running, and the recent announcements of OnLive’s compatibility with the WikiPad and the MadCatz MOJO console. Don’t get too excited just yet, however, for it will require massive amounts of bandwidth to stream full-length games, leaving the future of cloud gaming dependent on the upcoming legislation.
If Net Neutrality were revoked, ISPs could charge high rates to cloud gaming providers that require large amounts of bandwidth to operate. Through this extortion, affected companies would need to overcharge for services, making many reluctant to adopt them. ISPs could also put bandwidth caps on consumers, monitoring how much they use each month and subjecting them to extra costs if limits are exceeded.The open internet would become as authoritarian as Putinism, intimidating people from using the web as they please.
Latency could become a major issue in discriminatory web environment. If you think lag is bad now, you have another thing coming if the Net Neutrality legislation moves forward. Through bandwidth throttling ISPs can cruelly slow a user’s internet speed once they’ve reached a limit or are partaking in activities like media streaming.
They then could offer premium packages and upsell clients to pay more for higher quality internet services, charging them more for speeds similar to what they had in a neutral web. If gamers have to pay extra to stream games at a low latency, it won’t bode well for the success of cloud gaming. It’s as unfair as ordering food at a restaurant, but receiving it after those who ordered later than you because they paid more for faster service.
In order to convert some gamers into customers, ISPs might give advantages to services they already have stake in. For example, Comcast has exempted its own video streaming service from data caps before, while still monitoring over-the-top content providers (OTT) like Netflix and Hulu. In doing so, it makes its own program more desirable than OTT competitors because consumers can stream as much content through it without worrying about exceeding their cap.
Instead of a fair fight, ISPs are more interested in crippling companies more innovative than theirs so they can win with less effort, or force them to pay more. It’s similar to how Commodus stabs Maximus with a poison blade before their fight in the movie Gladiator. Commodus is afraid of the stronger, more talented Maximus, so he injures him to improve chances of victory.
The same can be done in regards to cloud gaming. AT&T once owned a percentage of OnLive and could’ve used it to its advantage in a non-neutral web. It could’ve converted gamers to its services with the promise of a game streaming experience that didn’t risk pushing bandwidth caps. If the Net Neutrality legislation passes, success for cloud gaming providers could become dependent on having part of their company owned by ISPs in order to maximize potential.
Since large corporations would own a major stake, cloud startups would have less say in the direction of their companies, leading to limited innovation in the space. The once-thought revolutionary technology could potentially become a gimmick used by ISPs to sell their services.
With more money than most will see in their lifetimes backing it, the Net Neutrality legislation seems like it will inevitably move forward, potentially burying an innovative idea before it has a chance to shine. Cloud gaming, unfortunately, has been extremely slow in its emergence and is unproven to this point.
Most gamers won’t stray away from tried and true gaming methods if streaming ends up costing more than it’s worth. Adoption will be minimal, viscerally crushing the service and forcing practitioners to shutter their doors. Ultimately, this will lead to an innovative Depression within the video game industry because technological limits must be pushed in order to create something fresh. With limited resources due to a constricted web, that won’t be happening as rapidly as it currently is.
The notorious adage “Keep It Simple and Sweet” or “KISS” is explained in relation to marketing campaigns within Charles Grieser’s article, “In the Age of Content Overload Simplicity Stands Out”. Charles, Creative Director at Emerging Insider Communications, champions simplicity when marketing to America’s endemic short attention span. Charles offers minimalism and relevancy as cures for today’s overpopulated and oversaturated data market.
In order to strike an emotional chord with consumers, businesses should focus on crafting a simplistic design of the product or service being marketed. Similarly, on the content side of a campaign, relevancy is imperative for the success of the product or service. It is important for businesses to realize that these two strategies must be applied in tandem in order to create a successful marketing campaign. In Charles words, “The ultimate goal in all of this is to pull simple content and design together into one package. There is no way to separate a good design from attention-grabbing written content — they go hand-in-hand. If one doesn’t work, the package as a whole fails to deliver.”
To check out the full article, visit TalentZoo at http://www.talentzoo.com/news/In-the-Age-of-Content-Overload,-Simplicity-Stands-Out/19360.html
The ways in which we experience TV are constantly evolving. Though recent changes within the TV industry are not comparable to the shift from black-and-white to color, they are nonetheless important. Zachary Weiner, CEO of Emerging Insider Communications, outlines the future of TV technology in “Ten Predictions for the Future of TV”. Zach’s article is separated into two influencers in TV technology: changing consumer behaviors and changing technologies. Gone are the days where the physical TV box was the only platform for video engagement. With the powering of HTML 5 capabilities on consumers’ phones and tablets, video will be consumed from any platform, at any time. Social TV is a prime exemplar of shifting prosumer engagement, with consumers actively curating a deeper social network and innovating communication between media platforms. In the second section, Zach discusses the future trends in TV technology and predicates that user-experience demands will decide which technologies become mainstream and which fall short. Another interesting trend that is poised to become massively important is the use of big data for recommendations, ad preferences and the enhancement of viewer engagement. Zach’s article emphasizes the inseparability of consumer TV habits and emerging TV technologies. This is important for TV technology companies because the proposition will affect how TV technologies are marketed. To read more about Zachary Weiner’s predictions in the TV technology industry, visit http://www.imediaconnection.com/content/35972.asp#multiview
Good stories don’t just happen. Journalists don’t typically take it upon themselves to contact a company and say, “Hey, got anything good going on?” Effective story placement and publicity only comes after much behind-the-scenes hard work and relationship building. Without team members like Gabby Corral, media specialist at Emerging Insider Communications, our clients’ stories wouldn’t get the great placement and attention they deserve. With a strong background in public relations, Gabby is responsible for researching and placing stories with publications that will garner the best exposure for clients. That’s easier said than done, as Gabby eloquently points out…
Why is it important to build a rapport with members of the press?
Building strong relationships with the media is essential, especially in B2B markets. Journalists receive a high volume of pitches a day. So whether or not your story is newsworthy, you still risk the chance of being overlooked. Having a secure relationship gives your pitch or news a huge advantage over the large number of emails hitting a journalist’s inbox. Once you have built that foundation, sustaining that relationship is key. Knowing when to hold off on a pitch that is irrelevant or tailoring a story to a journalists needs shows that you did your research and aren’t just shooting off thoughtless, generic pitches. Ultimately, creating genuine relationships will benefit both parties in the long run.
How do you provide client support on PR campaigns?
First and most importantly, I gather a client’s brand elements and collateral needed for any given campaign and organize it in a way that makes sense. This can include anything from specific graphics and logos, to more intensive videos and articles. It‘s these aspects that make each client unique and help to tell their stories to the media. Once we have all the assets needed to tell a compelling story, I work to discover and strategize media locales that will garner the best results for the given campaign. To make an incredibly long story short, I proceed to develop and facilitate relationships between a client and the media sources that will make a lasting impression, and hopefully lead to some great articles.
Are there certain media strategies that speak better to clients in the emerging media and technology field?
Clients in the emerging tech and media field require a lot more work than most typical B2C clients. It’s also a rapidly changing industry, which requires a lot of evolution on our end. A far greater foundation needs to be set up for these clients and there is usually a lot more going on behind the scenes. In order to properly convey an amazing development made by a tech innovator, sometimes we need to educate the media on not just that client, but their industry, related technology and their overall place in the industry. We also need to be able to speak very clearly on industry shifts and how a specific piece of technology plays into this shift. In short, they require a far more comprehensive educational process. They also require a more detailed strategy to reach their targets directly. With specialization comes an enhanced need to drill down key ideas, enhance methods of targeting, and put an emphasis on finding media that is delivered to incredibly specific audiences.
Is there a difference in pitching B2B companies as opposed to B2C companies?
Definitely. B2B brings some challenges because it’s typically a small and targeted market. I would say B2B is more content-driven. And seeing as B2B audiences are other businesses, these businesses are looking for experts in the field who are educated. That’s why creating extremely detailed content is a must. Since the target audience isn’t the general public, being able to relate to consumers isn’t necessary. B2B is more relationship-driven. The audience—other businesses—wants to build relationships with these brands and know what sets them apart from their competitors.
What do you find to be the most effective strategy for supporting clients?
Understanding a client’s goals and the message they want to convey to their audience. Brand awareness is a must and will help create a message that really resonates. Also, this may seem obvious, but knowing your audience. Making sure content is going where it matters in order to create meaningful press. Clients may only want to be well known in a niche market, which means a larger scale campaign may not be of interest. Every client is different and has a different story to tell. Being able to tell it in a way that grabs the audience’s attention is the most effective strategy.
Valorizing the hype in B2B PR is a problem. But no need to worry, Beth Principi, Staff Writer at Emerging Insider Communications, is here to rescue you from B2B PR blunders. Within her article, Beth discusses three equally important facets of B2B PR. First, she encourages companies to remember who they are and who their clients are. Once it’s clear that they are, in fact, a B2B company, it’s further recommended that they target niche oriented publications, even though the route is usually devoid of glamor. Secondly, Beth urges companies to remember who the media is. Targeted magazines are essential for B2B PR, mainly because B2B’s mission is to communicate the effectiveness and overall competency of the team who will be running the behind-the-scenes action. Finally, the last recommendation is for B2B’s to understand that media placement goes beyond simple “media placement,” meaning that, businesses must first develop an identifiable story in order to gain traction within the business world. Media placements require hard work and are not simply a product of happenstance. Beth’s article is important because it sends the message that results, not hype, are what truly matter in PR.
To check out the full article visit http://www.mediabistro.com/prnewser/tag/emerging-insider-communications at PRNewser.
By:Beth Principi, Staff Writer.
A thought leader. Just the sound is prestigious. But the term is even more effective when used correctly by a company looking to better position themselves in an industry. It’s increasingly beneficial for startups in emerging industries who want to showcase their expertise to potential clients and major players in the ecosystem. But just why are thought leadership articles such an important public relations tool? Well, I’d be glad to show you. This is my thought leadership piece on why thought leaderships are one of the strongest PR tools available (see what I did there?).
First things first. Not just anyone can write a thought leadership piece. In order to do so you have to be an expert in the field. If you’re not, the holes in whatever argument you are trying to make will be big and bright and in plain sight (I’m not sorry for that rhyme) for other players in the industry to see. But if you are an expert, there is absolutely no better way to showcase your expertise than through a carefully crafted and controlled message. By putting yourself out there as an expert and aligning your message with your company’s platform and goals, you can sway readers with a 100% managed message that isn’t altered by the media in any way. You are effectively telling an honest story that indirectly promotes you and your company while sharing your knowledge on a topic.
Thought Leadership pieces are also much more appealing—if done correctly—than a news story. News stories promote news. Thought Leadership pieces provide education. They dig deeper into the industry to drudge out the underlying issues, constant challenges and disrupting innovations. Readers are getting an experts opinion in a way that is as gripping as it is eye-opening. With news stories, you may get an expert quote here or there, but that is just one plot point in an entire chapter of thoughts. Thought leaderships bring you the entire chapter in first person.
In the same vein, thought leadership pieces are a strong lead-in to other media opportunities. A press or news story doesn’t properly demonstrate expertise in a way that leads to you becoming a resource of knowledge in the marketplace. Thought leadership does. It instantly qualifies you as an expert source, where people can turn to for further thoughts and inquiries on a particular subject. The more thought leaderships you write the more exposure you will receive, and in turn the more exposure your company will receive. By positioning yourself as a thought leader in the space you’re also positioning your company as one others would like to work and partner with, instead of bogging them down with the typical press releases, pitches and news stories.
Thought leaderships are your chance to be creative and tell the story you want to tell, while also creating immeasurable exposure. If you’re knowledgeable, show that knowledge. There are plenty of people out there willing and ready to listen.
The secret to great writing is great listening. And this has never held truer than in public relations. In order to convey a client’s product, solution or thought in the most compelling way possible, you must really listen and absorb what they are saying. At Emerging Insider, we believe delivering our client’s message is a key part to exposing their brand, which is why we have a media specialist/staff writer on our team specifically to help clients craft the most gripping content imaginable. Here, Beth Principi shares her thoughts on technology and emerging media PR from her view as a writer…
Tell us a bit about your day-to-day as a technology and emerging media writer?
Every day is different. One day I could be writing a press release or thought leadership piece for a client, and the next I am crafting internal tweets or content for the Emerging Insider blog. I think the best part about being a technology and emerging media writer is that there is never a dull moment. Our clients deliver cutting-edge technology and have partnerships with some of the biggest names in the media industry, so there is always something exciting to cover.
What separates writing business-focused articles from those that are consumer oriented?
Business-focused articles need to touch all the right points in all the right ways. Businesses are very specific about what they want to hear, just as our clients are very specific about what they want to convey. When you’re writing consumer-facing articles your audience is basically anyone and everyone. When you’re business-focused your audience is drastically reduced, making it essential that you know your client and their audience in an unprecedented way.
Where do you find the inspiration to tell diverse stories about diverse clientele?
It’s not difficult to get inspired when covering interesting, ground-breaking technology. Each of our clients are very different, which is refreshing when you’re constantly writing day after day. I’ve also always possessed this need for knowledge. I’m sure some of it stems for my journalism concentration in college, but a part of me has always had this passion to know everything about a particular topic. I’m driven by that feeling I get when something final “clicks” in my mind and a makes sense for the first time. It’s that “aha moment” that always seems to stand out, and when I can give that to my audience, that’s the ultimate accomplishment.
What makes today’s technology marketplace as exciting as it is?
Past technology was notoriously difficult for the everyday person to understand and use. I think there was a major shift—in large part thanks to Apple—toward a user-friendly experience in advanced technology. This shift has provided limitless possibilities to improve the slightest tasks in a person’s life. The ability for people to deposit a check by simply taking a photo with their smartphone is second nature now, but ten years ago it was unimaginable to the average person. Technology is changing people’s everyday life and doing so in a way that is both shockingly sudden, yet shockingly simple. You almost can’t imagine life without these advanced technological offerings, yet ten years ago you probably couldn’t imagine life with them. It’s interesting to try to foresee life ten years from now and what technology will seem so second-nature that hasn’t even been invented yet.
What are the unforeseen challenges in creating content for Public Relations?
There are always challenges in creating PR content, but in the technology and media realm I find I’m constantly focused on delivering our client’s story in a way that is as equally compelling as it is understandable. My approach as a writer is to break down the technology into terms I fully understand, before I build the content back up into a compelling story. The challenge with this process is to not “dumb down” the company’s brilliant technology. You want to make sure your audience understands how the advanced technology works without compromising your client’s hard work and genuine wisdom. Finding that balance can be challenging, but it is absolutely necessary.
Much of your work deals in the entertainment industry, do they as an audience have a higher standard for reading entertaining content
Oh, absolutely! The entertainment industry is the master of enthralling storytelling. The usual tricks and shortcuts don’t work on them, which is why everything has to not only make sense, but has to be able to obtain and maintain their attention. Basically, it can’t be boring and it has to be accurate. With B2B entertainment audiences, you can have the most compelling story in the world, but if your client’s product doesn’t live up to the hype nothing else matters. Accuracy and compelling storytelling reign supreme when dealing with the entertainment industry.
Do you have any tips for B2B organizations to create compelling and novel content?
Let your product’s success do the talking for you. I’m a firm believer that numbers and statistics can say more about a company’s solution than any fancy wording or anecdote. Case studies are a great way to showcase a company’s ability to flourish in the marketplace.
Also, being able to position your company and its executives as thought leaders in the space is hugely beneficial. Crafting thought leadership pieces helps demonstrate your knowledge in the industry, while also positioning you and your company as experts. Promoting yourself as leaders is just as important as promoting your product.
We live in a visual world, where the look and design are just as important as the message. That’s why as a public relations firm it’s imperative that we have an in-house designer to help make our client’s message as aesthetically pleasing as it is interesting. Enter Charles Grieser, CCO at Emerging Insider Communications. A full-spectrum creative, Charles believes the first step in the design process is to always listen to the client and market. Despite his artistic aspirations, his goal is to never just making something “pretty,” but to create solutions that are clear, relevant and lasting. Here, Charles fills us in on his thoughts on some of today’s hot topics in the design industry…
Why in today’s world is design and branding more important than ever?
There is a popular phrase that pervades current culture: “Design will save the world.” As a designer, I will be the last person to jump on that bandwagon. The world was fine long before the first craftsman or designer staked their claim in human history. What is unquestionable is that design—and more specifically, the design process—makes the world a far better place to live in. This process is simply an open and aggressive approach to problem solving that is a topic of a whole other discussion.
More specifically to the world of technology, public relations and marketing, design is no longer a nice-to-have add on. Thanks to the likes of Apple, Pinterest, IDEO and others, the market now expects well-designed products and succinct messaging. The expectations go even further in that people now expect custom-tailored solutions in order to hold their attention. This is a good thing. The bar is set high for products and services to really shine and address real needs and important issues.
What’s lacking in the way most brands and companies execute their creative?
The biggest hurdle for any company wanting to harness the power of good design is a failure to truly embrace the importance of design in the marketplace. There are many companies who pay lip service to this “fad” of design. Design thinking and priorities need to start at the top. Implementing design as an afterthought to simply “make things pretty” is not an effective approach to creating something great. Design must be in the blood of any company that wants to profit from its power. It must start in the mission and run through every product, every piece of copy and every touch point so that in the end the brand lives in the consumers mind.
In the age of content overload, what makes anything stand out?
Simplicity and relevance are my mantras in an overcrowded marketplace. As the lead in Mad Men, Donald Draper, is famous for saying, “Make it simple, but significant.” Simple beauty and well-chosen words are always a stand out. They have the air of honesty and the brevity to maintain a place in memory. The other compliment to simplicity and relevance is relationship. A company doesn’t need to go the extra mile, but just a few extra steps to show that they care about the customer and their satisfaction. If you do that you may just have a customer for life.
Has modern technology decreased the need for outstanding creative or increased it?
Modern technology is a result of outstanding creative thinking, so I would say it has opened the door to an increased emphasis. Technology has also produced more tools and outlets for being creative. For example, instead of advertisements consisting of television, radio and print, we also have an explosion of digital outlets and renegade-style marketing.
Are there any incredibly controversial topics in the design space today?
In my opinion design, just as any other mode of human motivation and industry, has the power to be used in both positive and negative ways. Design can be used to create drones built to spy and kill or can create images of people so perfect that no one can measure up. If removed from the human condition and abstracted to pure aesthetic, design can tip the scales from creative to destructive. As anything else, design takes on the image and intention of its creator. It think it’s important that we recognize design’s integral place in society, but keep it in check with the people it serves.