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Posts Tagged ‘Communispace’

Analyze This: The Latest Digital and Consumer Intel from ARF’s RE:THINK Conference

Do Not Disturb Sign Final CroppedComing to terms with issues surrounding big data and digital’s vast terrain seems like running on an endless treadmill. But at ARF’s RE:THINK 2014 conference in New York this week, attendees found some answers to dilemmas like online consumer privacy, what drives contagious content and defining digital metrics. A research survey, mnemonic device and reference guide all contained clues, and below are key takeaways.

Consumers’ reaction to online privacy incursions: Do not disturb.
“The creepy part of privacy invasion is when they get it right”, said Communispace‘s chairman, Diane Hessan. Her firm collaborated with Pew Research Center, conducting research among 50 global communities, to understand tradeoffs between online privacy and personalization.

The key finding: 86% of consumers would stop data tracking if they could. Only 14% would like to receive targeted offers based on purchase or browsing histories. Older consumers are more concerned with privacy, and younger ones are more open to offers. Online users want to avoid invaders like hackers or advertisers, finding targeted ads to be annoying, creepy and intrusive.

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Mediabistro Course

Storytelling for Media Professionals

Storytelling for Media ProfessionalsStarting April 22, this in-person workshop will teach you the specific ways to incorporate storytelling into your personal and professional life. Students will examine the role of storytelling in business and put their newfound skills into practice with a series of improvisation, writing, and presentation exercises designed to help them uncover personal stories. Register now! 

How Brands Use Games to Develop Better Products and Marketing Campaigns

Gamification: it’s a relatively new buzzword, but you’ve probably been hearing a lot about it lately. Why? Because it’s now clear that digital games go well beyond your XBox and Farmville accounts. All kinds of brands can use games to promote their products: here, for example, Edelman PR‘s Robert Phillips discusses the firm’s success creating a digital bar distraction for popular rum brand Captain Morgan.

And companies don’t just use gamification to entertain customers and familiarize them with a brand–it can help them develop better products and figure out exactly what the public wants from them in the first place. We recently had the chance to chat with Julie Wittes Schlack, SVP of Innovation and Design at Communispace, to figure out how they help brands like Kraft, State Farm, Citigroup and Comcast develop better products and marketing campaigns with simple betting games known as “prediction markets.”

How does the public see “gamification”? Do they distinguish it from traditional video games? 

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