E U SS
FUTURE TALK I L A I C
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WHAT TO DO
Everything you need to know about new Marketing
Upcoming trends and more
How to look good on Facebook? Advice for the PR Professionals
THE POWER OF TWITTER IN NEWS SPREADING
THE NEW TREND september 2013 www.ftalk.com 1 Future Talk
â€œThe way we communicate with others and with ourselves ultimately determines the quality of our lives.â€? Disassembled Technology byTodd McLellan
Recently I came across the famous words of Anthony Robbins motivational speaker and business guru and it instantly made me think: is it really communication that defines human beings or is it the other way round? Are we in charge of all changes that communication went through in the past millennia or the transformation was inevitable?
Future Talk deals with communication beyond the ever-present aspect of developing technology, from social media and mobile phones to promotion and media ethics. After all, communication does define every moment of our life from the moment when you unconcernedly read the cereal box during breakfast until you fall asleep while watching your favorite TV show To our generation the mere notion of at night. Not to mention what happens stone tablets, town criers, and carrier in between that actually defines your pigeons appears a bit of a fairy tale, life and your future. even if we all know information used to be exchanged in those exact ways. In the digital issue of Future Talk we, Today waiting for a letter to arrive from as future media professionals collected the other part of the world for a whole some of the most urging issues and month seems as impossible as com- trends happening with communicaing to terms with the idea of infinity or tion right now. We went on the trail of spending a whole day without noticing mobile, visual, and promotional comthat you have left your phone at home. munication to find out what changes Or the thought of ignoring that alert they affect in society, business and telling you have been tagged on Face- education. We put social media under book. Never before have we communi- our magnifying glass to see what it has cated as much as today â€“ never before to offer to PR professionals and news have we been so statically chained to organizations. And eventually we have small rectangular devices while doing also tried to find ethics that could be used universally in mass communicaso. tion. Did we succeed? Turn a page to find it out. Do enjoy! 2 Future Talk
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How to look good on Facebook
Customerâ€™s wish is your command
Dealing with online activities Webcare What to do with positive reaction
Keeping up with customers individual needs Event driven marketing The shift in marketing land Embracing mobile technology
The effect of mobile device on society E-learning Mobile devices in businesses
The influence of promotional
communication on society
Quality and style The 8 principles and practices The future of promotional communication
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The influences of visual
Keeping up with customers individual needs
Event driven marketing The shift in marketing land
Power of twitter in news spreading Top 10 Twitter accounts to follow for breaking news
Everyone is a journalist Ethics Right or wrong?
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ow to look good on Facebook?
How should PR professionals deal with the developments in online activities? by Soraya van den Oever
Just over 10 years ago, very few people had an
email account, mobile phone or internet. Today the flow of information and messages, and how people build perceptions of the world which they live in, is entirely different. Newspapers sell bad. Network television has a difficult time. Radio has less listeners. Magazines are splintering. Meanwhile, there are millions of social media users as traditional media is shrinking, PR practitioners are forced to use other platforms as social media. But, do they know how and are they specialized enough to make social media an effective communications tool for target groups and clients. Public Relations (PR) is the systematic promotion of mutual understanding between an organization and its target groups. PR also has a signal function to notice trends and issues from the outside world. The main purpose of PR is often perpetuate or image improvement and not sales or marketing. PR promotes a dialogue with the environment.
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What to do with positive reactions?
A rapid response is important, but there are also many other factors determine the success of webcare, such as the type of response (proactive - reactive), the content of the response, tone of voice. Because webcare still is a relatively young discipline, many companies do not know how they should respond to negative messages. For the reason, and the fear that webcare will only lead to more negativity, many companies decide to block, censor or ignore. I think that this is not the right way to deal with negative comments. Companies should respond and be understanding and honest. When companies admit the complaint and response in a understanding way. People would have much more respect, understanding and loyalty to these companies. I do think that every company needs to have their own tone of voice. For example: A bank should react in a different way than a fashion store. This way of communication should be agreed on within the company. And should always be the same. In webcare the organization should have a strong backbone and be well organized. Quick response and follow-up shows positive reactions on the web.
It is easy, in terms of interaction, to deal with negative comments on social media than positive reactions. There are some things you need to consider when dealing with positive comments on social media. Be humble as you deal with positive comments on social media. Thank people who take the time to post anything positive about your brand or company For brands that have an enormous positive support on social media you are not required to go answer. Try to reward them for their positive feedback. Organize for example a fun action or share an exclusive preview that hangs around your brand. Positive interactions can also lead to good conversations between customers and brand or between clients . If a customer on Facebook posts how bad he finds a specific coffee at a Starbucks for example, advise him to consider another coffee or the perfect snack to take with it. Build on the initial compliment and keep involved. Do something with it! You can ensure that the positive response is magnified. A positive reaction can be seen as an authentic marketing message contains only a testimonial from a satisfied customer. Testimonials are indeed still a very big impact!
‘‘There are millions of Social Media users as traditional media is shrinking’’ On Twitter and Facebook , we share what concerns us . Positive , but also negative things . Experiences with services and products that we purchase. For example we share complaint in the public through social media : in the hope that we are heard. It is important that companies have a policy for this issue. • One way to counteract is to make it at impossible to post a message on their page • Applying censorship is another common strategy to criticism counter • Publicly respond to criticisms is a third strategy which in practice course is called webcare • Two can play this game suggest that many businesses lining the game of dialogue like to play by their rules
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Keep on track 10 Tips : Successful PR for modest businesses
1. Strive for quality, not for attention With your PR you strive for attention and action. Let your communication reflect your abilities and not your need for attention. Unless you just want to score today. 2. Address people Communication is something between people. Companies do not communicate with each other. Keep that in mind when you communicate. You want to reach people. 3. Social media I like An important and inevitable communication tool: social media. Use it but be carefull with it. 4. Show responsibility This is so PR! Show that you're involved. Not only your customers but also your environment: from neighborhood to environment. It is not just that you want to earn money. Show that you have more in your offer than that. Only then you build on something permanent. 5 . Make a story of it People love stories. Not only success stories, but also background stories or personal stories. This is a good way to involve your people. Be honest and authentic. Give people a good feeling. Not only in their wallets.
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6. You can’t do everything yourself Communication is an art. Your work is your profession. If you are going to communicate about your box at a professional level, you do have to turn on. Well, to an experienced PR professional it sounds like shameless self-promotion on my part, but that's not entirely true. I take my profession - even - seriously. 7. Press and bloggers: know what you're saying Do you want free publicity, then you should have a good story. You need to know which media (and bloggers) are of value to you and what you have to offer them. 8. Timing is everything When you spread your news? What is the best time to publish your blog post? Think about when your target group(s) are the most accessible. Do you do that during a European Football Championship or just during the break? It really depends on your target audience. 9. And , you really go all by yourself? You have already scored eight points to good PR companies. If you update your allowed to act, but you might find that you need a strategic approach. This concludes; get support. With a plan, including planning, you keep it longer, and it saves you a lot of unnecessary work and costs. 10. And who is responsible? Ultimately, you are responsible for your PR. •••
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ustomer’s wish is your command
A closer look at a customer driven discipline within marketing
Imagine: you are shopping online, searching for
that one perfect blouse. When you finally find it and want to proceed to checkout, suddenly other products pop up with the title “buy the whole outfit! These jeans and shoes go perfectly with your product” or “other customers who purchased your product, also purchased these following products…” Sounds familiar huh? Marketing is developing constantly, let me zoom in on a discipline within marketing that is getting more and more important the last five years. It is very interesting to see what kind of thinking there is behind marketing and how every organization, company or brand tries so hard to get their customers’ attention. Always start from your customers’ needs. In short, that is what event driven marketing is about. This essay exists of three parts. First I will define event driven marketing, next I will explain what consequences this discipline within marketing has for organizations. Thereafter future
Keep up with their individual needs After this introduction, you must wonder what event driven marketing (EDM) exactly is. EDM is a discipline within marketing, where commercial and communications activities are based upon relevant and identified changes in a customer’s individual needs (Kooistra, 2010). The way of how we need to market our products and services to customers is changed. Important is that we do not communicate from Unique Selling Points (USP), but from Unique Buying Reasons (UBR). The accent is not on the product anymore, but on the customers’ needs. According to Egbert-Jan van Bel, writer of several marketing- and managementbooks, EDM is time-sensitive marketing or sales communication reacting to a customer-specific event.
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by Rowena Aarts
Sometimes it is also called event-based marketing or trigger-based marketing. This form of marketing is convenient to use, because you can apply this to a segment of customers or to individual customers (Kooistra, 2010).
Golden rule: right product, right customer, right time, right Four times EDM But what kind of events does EDM consist of? According to Ajar Kelkar of Cequity Solutions there are four types of events in the life of the customer where your marketing should react to. Simple events These events are data thrown up by basic queries or conditions. An example would be: “everyone that bought a television last week”. By using this data, specific communication can be sent out to all that meet the criteria. Examples of simple events include product purchases, age thresholds, birthdays, adress changes or purchase thresholds. Complex events These events are based on marketing responses to changes in customer behavior over time. For instance, you want to know whether certain customers’ spending is increasing or decreasing. Real-time events There are two categories, session-specific and non session-specific. The session-specific is for example, while shopping for a PC printer online, a customer is delivered an additional offer for paper and ribbons. So the shop displays relevant products attached to the principal product so that customers order more than one product at the same time. Just as mentioned in the introduction. This real-time event is driven from a predefined product profile or bundle that might reflect “items that other
customers have purchased who also purchased this product”. In a non session-specific event the customer visits a bank website to check mortgage rates for refinancing and whithin a very short span of time receives a message about attractive financing options. This could be followed by a phone call from a personal banker with a personal mortgage package offer. Sophisticated-events Finally, sophisticated events. This contains the highest level of EDM complexity. Sophisticated events are defined an initiated to find patterns or specific circumstances that indicate a significant change in an individual’s situation. Marketeers search in their data warehouse for changes in customer behaviour over time that respresent opportunities to communicatie with that individual (Twogood, 2007). The shift in marketingland The big difference from more ‘traditional’ direct marketing is that you start from the needs of your client that he or she has at a given moment in time. As said earlier, is that we do not communicate from the common Unique Selling Points (USP), but from Unique Buying Reasons (UBR). Organizations have to find out why their customers are buying products or services and what things holds them back to buy things. The accent is not on the product anymore, but on the customers’ needs. So, instead of starting from your products and services and finding a group of people who are likely to be interested in one offer, you start from one person with one specific need and try to find an offer that best answers his need (Twogood, 2007). That is the interesting shift that EDM causes here.
But what does this shift mean for companies? It sure means a lot of benefits, but also limitations. Benefits for companies higher response rat improved customer experience guaranteed brand reference increased revenues minimizing attrition maximizing marketing opportunities
EDM empowers marketers to shape how the customer interaction takes place, while the customer determines the what, when and where. Also marketers get the opportunity to engage each customer basted on his or her actual individual behavior and interests rather than on a product ‘push’ marketing campaign or promotion based on a targeted segment. Furthermore, marketers can trigger helpful interaction with each customer at the time that the customer has signaled a specific need or interest. But as every bright side has a dark side, there are some limitations for organizations. EDM is more suitable for some sectors than others. You need to be able to capture actions of your clients and you need sufficient clients with enough personal data. For example, banks or insurance companies can benefit more or faster from EDM than consumer packaged goods (CPG) sectors, like Coca-Cola. Another limitation contains the fact that EDM actions only work for existing clients. You cannot collect data from prospects; these potential customers are out of scope. Finally, every organization can have client interaction every day, but to capture these interations is another thing. Being able to use this information in an automated way is even more complex. You have nothing if you develop EDM scenarios but no accessible triggers to start them (Modderie, 2005).
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“Consumers have the power nowadays. Eventually, individual customers will be in charge of everything.”
What is next? After doing this research about EDM, a lot of visions and opinions from companies and different experts in the field passed by. It is very interesting how marketing changes and develops over the years. The accent in campaignes no longer lies in the hands of the brands and their products or services, but in the hands of the consumer. Consumers have the power nowadays. Eventually, individual customers will be in charge of everything and will be operated at its back and call. The next step in EDM will be more ‘dialogue’ between organizations and customers. Organizations will have to get the dialogue going. They need to meet each individual customer at the point of need and turn customer monologues into value-producting dialoges. To keep customers and serve them better and better is a much cheaper process, than acquire new customers. You can see it on Facebook nowadays as explained earlier during the PR topic. If a brand gets negative comments on their Facebook and they delete the negative feedback,
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they only make it worse and keep the monologue useless. What they actually need to do, is get the dialoge going with their unsatisfied customers and try to solve the problem. This has a great impact on the brand experience of that customer and everyone else on Facebook witnesses it. So what is important here, is to react fast when such an event happens online. Because the average response rate when contacting a customer within 24 hours of an event is more than 70%. This drops to 25% within 48 hours and to around 10% within 72 hours (Eventricity Ltd, 2013). Although, EDM takes time. It takes time to make that shift from EDM to the dialogue. A lot of organizations are not ready yet to get the dialogue going and there is no shortcut according to EgbertJan van Bel. Communication shifts from ‘campaigndriven’ to ‘event-driven’ to ‘dialogue-driven’. That is where the future will be. I am very excited to see where marketing and where organizations and customers will stand in marketingland in a couple of years. •••
“The world of mobile devices will become disruptive, engaging, interactive, controversial, but truly international”. (Mocom, 2009) 13 Future Talk
Changing Society The effect of mobile devices on society
by Reinwald Geerman
Mobile devices are effecting the interpersonal communication
Nowadays we cannot even imagine ourselves with-
out our mobile devices. Whether it is sending an email, checking your agenda, listening to music, even accessing your bank account, mobile communication has expended the basic needs for human communication. The new mobile communication technologies have led to a series of social consequences in our society, including the representations of the self, the new way of social connection and the private use of public space. In addition, mobile communication devices have changed the way businesses represent themselves towards their target audience. For example, banks have risked their cyber security system by introducing electronic banking, which now has transformed into mobile application. Making it easier for their customers to access their bank account anytime and anywhere. Other examples include newspapers that are shifting more towards mobile application, which makes it easier to update news constantly. So would there be printed newspaper in the future? Even hospitals are adopting mobile devices in their system, nowadays all medical data can be accessed on mobile devices. This improves the quality of the patient care, enhance efficiency and decrease costs. On the other hand we ask ourselves, is our data safely stored? Do we feel safe sharing our bank information on a bank application?
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In the last decade the use of mobile devices has grown rapidly. According to The international Telecommunication Union (February 2013) in 2012 mobile subscription has reached over 6.8 billion new subscribers. In comparison to the world population, this is 96% of the total population. In developing countries such as India and Kenya the growth is more visible. For example, in Kenya a mobile system provider named M-Pesa has developed a system where people can pay for their taxi ride through mobile payment, making it easier to pay for a taxi ride then in New York. Alongside the mobile devices, internet has also become an integral part of our daily lives; our way of dealing with information, our way of life and above all the way we communicate with each other. There was a time when one used a map and could still get lost, now it is almost impossible to get lost, as long as we have internet access. The internet has caused a lot of positive development in our society. 58% of internet users have more contact with their families and friends and 33% has met new friends via the Internet. In addition, 17% of the users got a job by applying on the Internet.
Besides all those changes in the use of internet, we can also see developments in how we access the internet and the way we communicate to each other. Nowadays internet users are shifting more towards mobile devices. An average of 40% of users in the US are using mobile devices to access the Internet.
what is it about mobile devices and how has it resulted in to such changes in the society, business and education?
The need for human communication has encouraged a lot of changes through history and the need to communicate over distance was as important. From smoke signals, to sending letters via messenger, it became very important for the human to communicate as fast as possible to one and other. Nowadays, what was once just a simple object to communicate between one and other became the most personal and important object in our lives. The mobile device has one basic and essential advantage, it helps people to communicate and stay socially connected at all time and at any level. Mobile devices made it possible to communicate with anybody regardless of their culture or nature. It also enables you to share your personal stories on social media platforms, therefor being able to share everyday experiences. The mobile device can also be seen as a personal communication technology that can often be worn on the body, which makes it highly individualized and representative for oneâ€™s lifestyle, status and the self. On the other hand people focuss more on the features of the mobile device.
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here was a time when school- and public libraries where the only way students could access information. In the last decades technology developments has made it easier for students to access learning materials regardless of location and time. Teachers can now use E-readers for example instead of books to give lessons. This makes it cheaper for schools to use instead of printed books, which has higher costs. In E-readers teachers are allowed to place video or moving images, which makes it more attractive, interactive and personal for the students. A lot of companies are starting to use mobile apps or making their website mobile friendly for consumers, especially the retail stores. Making it possible for mobile marketers to communicate with and access their target group easier. Companies are also using mobile devices apps to improve their efficiency and increase workplace effectiveness. Aside from all the positive aspects of the use of mobile device there are also some negative effects. First of all, mobile devices are beginning to hurt the interpersonal communication skills. There is a concern towards the overuse of the technology. In the UK for example, an average of 119 minutes each day is spent on the mobile phone. In the US an average of 150 minutes is spend on the mobile phone and tablets. Other examples are talking or texting while sitting in the restaurant with your friends or texting while driving. Some of these situations violate the traditional norms of social behaviors and can even endanger the safety of other people and oneself. Cyber security has also become a big issue in the mobile world. The mobile security is increasing as the devices are further developed. For example, Apple Inc. recently launched the new Iphone 5s which has a new feature called Touch ID. It allows you to set passwords and make purchases by using the fingerprint on your Iphone. Because Apple Inc. has now access to fingerprints of every consumer using this feature of the Iphone, Apple Inc. needed to build a separate encrypted chip in order to securely store this information.
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So what does the future hold for mobile communication? First of all the mobile device has become personal for each of us. We store our personal data, photos and passwords on them. Thus, following this trend the mobile device will become even more personal. It will be our personal identification card, our drivers’ license and even our credit card. Mobile payment will become easier and the mobile devices will become our personal wallet. Research shows that about 86% of people owning a smartphone or tablet has downloaded a newspaper application. With this upcoming trend the future of printed newspaper is in danger. If this growth continues, there will not be a printed newspaper anymore and newspapers will focus on digital newspapers. In conclusion the mobile devices encounters one big issue regarding the rising trends: cyber security. Cyber security will become the most essential issue for the government and other mobile service providing companies. Because the mobile device is becoming more and more personal, it will be a challenge to keep this kind of information protected and secured. •••
Foward Thinking! 17 Future Talk
he influences of promotional communication on society
Every single person on earth deals with adver-
tising every single day. This made us people think and discuss advertising: which promotional communication have you noticed or seen in the last few days? What did that make you think about or feel? Did you talk about the ad with your friends? Did you feel offended by it, or maybe bored or irritated? These questions made me think and ask myself: Does the quantity and style of promotional communication create (social) problems, or does it cure them? (Dis)advantages Nowadays, advertising has led to a way of living. It decides what we eat, how we look, how we act and what we want to be in society. No matter what you read or watch, everything has some sort of advertising in it. Commercials on television make us believe we have to buy a certain product, as it is the best new thing. Often these expectations do not come true and the products disappoint the consumer, as it is not as promising as it says in the ad. When this happens, the consumer feels cheated. Of course a lot of products are good and do make the expectations come true, which is positive. The consumer feels satisfied and is motivated to buy the same product again. Another positive aspect of advertising is brands letting the target audience know what new products are on the market. The consumer gets an update of what new products are available and will stay curious to find out new products.
So not all ads are necessarily deceptive and negative for the consumer. If an advertisement highlights a benefit of a product or service, which matches with the consumer its needs, it is beneficial to society. It also plays a very important role in helping the economy
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principles and practices
by Ebru Saglik function, as it is a tool for economic growth and a way to inform the public. It helps increase the competition, make productions efficient, lows prices, creates jobs and improves the overall life Vulnerability Research of Sandra L. Calvert, called Children as Consumers: Advertising and Marketing, shows that children are most vulnerable to advertising, as they most expect the products to be as good as in the advertisement. Expectation and reality are not often combined while watching an ad, which causes the high expectation. This also turns into a bigger disappointment, once the product doesn’t make the promised specifications happen (Calvert, 2008). Advertising very often influences not only children, but also young girls. Thin and attractive models are usually being used for fashion, cosmetics or perfume ads, which are exactly the interests of these young girls. Fashion-, cosmetic- and perfume brands know that once these young girls see the ad with the thin and pretty models, they want to look like them, as the girls are often insecure. To look like these models, the girls believe they have to buy the products. Another fact about these ads, is that these brands set the standard for society (and young girls) about beauty, the term ‘normal’ (“It is normal to be this skinny”) and about lifestyle. hereby often seen as products that have the best quality (Foo, 2010). Where it all went wrong The point where advertising fails, sure is when the goal of revenue has a bigger importance than ethics or morality. Back in the days, TV shows, movies and advertising itself held a high moral standard of what message would be sent into the public. The advertisers worried about the fact that maybe a young child could be affected once they would advertise for too expensive or harmful products. Nowadays these worries are almost gone. It is part of the whole ‘advertising game’ now. It is the norm.
Principle 1: Advertising, public relations, marketing communications, news, and editorial all share a common objective of truth and high ethical standards in serving the public. Principle 2: Advertising, public relations, and all marketing communications professionals have an obligation to exercise the highest personal ethics in the creation and dissemination of commercial information to consumers. Principle 4: Advertisers should clearly disclose all material conditions, such as payment or receipt of a free product, affecting endorsements in social and traditional channels, as well as the identity of endorsers, all in the interest of full disclosure and transparency.
Principle 6: Advertisers should never compromise consumers’ personal privacy in marketing communications, and their choices as to whether to participate in providing their information should be transparent and easily made.
Principle 3: Advertisers should clearly distinguish advertising, public relations and corporate communications from news and editorial content and entertainment, both online and offline.
Principle 5: Advertisers should treat consumers fairly based on the nature of the audience to whom the ads are directed and the nature of the product or service advertised.
Principle 7: Advertisers should follow federal, state and local advertising laws, and cooperate with industry self-regulatory programs for the resolution of advertising practices.
Principle 8: Advertisers and their agencies, and online and offline media, should discuss privately potential ethical concerns, and members of the team creating ads should be given permission to express internally their ethical concerns
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This thought is based upon The Journalists’ Creed, put forth by Walter Williams, concludes that both journalists and businesspeople share the responsibility to serve the public. Advertising is highly important to consumers and the market place economy. It offers consumers the necessary information about the products and services that are in their interest and it fosters competition. Consumers want advertising that is held to high ethical standards. Research, conducted by students at the Missouri School of Journalism, showed that honest advertising is the most important factor that would make a company ethical correct. The latest research from the Adweek Media/Harris Poll shows that only one in five Americans trust advertising most of the time and 13% never trusts it.
The importance of advertising to consumers and the economy should motivate the professionals to use the highest levels of ethics. When/if you believe in what you do, you want to do your best in carrying your responsibilities. More companies will include the issue of ethics in their evaluation of performance. The first mission the Institute for Advertising Ethics wants to accomplish, is to educate these professionals more in ethical advertising. The institute will also educate the industry what the competitive opportunities can be of ethical advertising. Also, recognition will be provided to organizations practicing ethics by national awards, presented at the annual national conference of the American Advertising Federation (AAF).
This is about an issue, where the border between commercial communication and news/editorial and entertainment is blurred. If consumers do not know the ‘news’ or ‘entertainment’ they are watching is actually advertising, they are being misled and treated unethically. Consumers need to be sure the content they are viewing is true. They need to create credibility towards the content they are watching. Another downside to this, is that the consumer will not have its mind set in a business mode, to recognize the advertisement.
Mouth marketing and blogging about commercial products may cause the blurred lines between advertisement and entertainment. Advertisers need to be transparent in what they want to communicate to the consumer.
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This also happens a lot on social media, where brands tend to communicate to the consumer. People often do not know whether people are supporting a certain product on their own, or if a brand or company is paying them. The anonymity of the online environment needs extra effort for practicing ethics.
This one is mainly about children, who are especially vulnerable due to lack of experience, susceptibility to being misled and cognitive skills to evaluate the credibility of advertising. Advertisers should always use the highest ethics when they are advertising towards children. Nowadays, children are looking to products on television, radio, and print and on the Internet. This includes ads on DVDs, computer games, cell phones and websites. In this case, the advertisements should be clearly distinguished from news content and entertainment and games.
This one is mainly about children, who are especially vulnerable due to lack of experience, susceptibility to being misled and cognitive skills to evaluate the credibility of advertising. Advertisers should always use the highest ethics when they are advertising towards children. Nowadays, children are looking to products on television, radio, and print and on the Internet. This includes ads on DVDs, computer games, cell phones and websites. In this case, the advertisements should be clearly distinguished from news content and entertainment and games.
This principle is based on the Code of Business Practices that also provides specific information about ethical practices. The platform for all ethical advertising is that the claims must be truthful and non-misleading. The advertising industry also has created a self-regulatory program, covering adult and children’s advertising.
We can only enhance advertising ethics if the professionals all practice the highest ethical standards. The expectation that ethics will be considered proactively before the ad campaign is disseminated to consumers should always be there. The driving thought should be that we need to do what is best for the consumer and by doing so, we are doing the right thing for ourselves and our careers and our company will be rewarded by the consumers. Ad professionals will not be rewarded
Future Opinion The fact that these ways of advertising are being seen as normal nowadays, does not have to mean there is no chance of improvement. Advertisers and producers can use the influence on this trend in our society. At first, they need to take the moral standard in consideration and use this in their work. The Principles and Practices of Advertising Ethics should help them with this learning process. This will already help the ads to be more ‘okay’ and not harm any consumers. Advertisers can also choose to only support what demonstrates moral quality. A brand can simply refuse to have their ads linked with violent or sexually programs and only support clean programming. This means that when this happens, as a consumer we can choose again whether we would like to watch clean movies, TV shows and buying products that do not use questionable advertising tactics. We can decide for our own again if we would like to see the negative advertising.
I personally don’t think the advertising game will change in the near future. The tools are there and there are a lot of experts saying that change is possible. However, I think most companies want to make as much money as they can, by creating the most attractive advertising they can. To make this happen, they will hire the best professionals there are, the professionals that are being referred to as the ones who can cause the change in the Principles and Practices of Advertising Ethics. They are the ones who can make it happen that those advertisements will disappear, but meanwhile they get paid to do the exact opposite. This causes me to think that real change will not happen in the near future. Maybe it will get even worse, to keep up with the competition. •••
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he influence of visual communication
What is the effect of visual communication and what role will it play in the future?
by Nevita Slager
Psychologist Albert Mehrabian demonstrated that 93% of communication is nonverbal. Studies find that the human brain picks up image elements simultaneously, while language is decoded in a linear. Which means that our minds react differently to visual stimuli. For example, humans find images of wide- open landscapes to be a sense of well- being and contentment. Psychologists state that this is a universal response. It stems from the years our ancestors spent on the savannas in Africa.
Words are processed by our short-term memory, where images on the other hand, go directly into long-term memory. When it comes to quick and clear communication, visuals overpower text almost every time. The same visual elements that we are so drawn to and so quickly absorb not only communicate data more efficiently and effectively but also affect us emotionally.
“If most of our decisions are based on quick judgment and emotion, then how many decisions are influenced by visually attractive graphics?”
Visual communication is any image that is used to
communicate an idea; a sign, poster, drawing, photograph or television advertisement. It is also the oldest form and the most complete form of communication. Visual communication does not limit itself to shared information, but also conveys emotions that effect our decision making and conflict with our objective decision making. Its simplicity is as relevant to us as it was for our ancestors. A future without it is very implausible. In our globalized environment images are the only things that transcends language barriers. The following will show us, how much influence visual communication has on us. And what the future developments of visual communication will be. Human communication in one form or another occurred for about 30,000 years ago. According to the book “The Telling Image” written by Duncan Davies with Diana and Robin Bathurst, the primary ways of communication were drawings on the walls of caves. Most of these drawings would show pictures of animals or hands.
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Our ancestors thought that by drawing paintings of their hunt, they would be in favor with the holy spirits. Scientists think that because cavemen had no written language they communicated their stories by using pictures instead. Others believe that the cave paintings sometimes sent messages to other people passing through. Most of the cave paintings were found in Europe. There are two caves in particular where drawings are most commonly found. These are the Chauvet cave and the cave of Lascaux.
“It is in our DNA, like our ancestors we are wired to respond to images”
Advertisers use this answer in their advantage. Companies spend a lot of money on imagery to sell a product, idea or service. Graphics help create “brand identity.” Visuals portray where a company stands for and how the audience may benefit. Graphics sell because of their ability to influence. How you use graphics effect how you and your business are perceived. When you see the picture on the right, how do you feel? And how quickly did you come to feel this way? Interesting right? Visuals are a perfect tool to communicate quickly and they have an undeniable and persuasive effect. In the late nineteenth century, advertisers were convinced that illustrations sold goods. In World War II posters were used to manipulating public opinion by both the Nazi’s and the Allied Forces. The Nazis used symbols to label themselves and to differentiate people in the Nazi empire. But today symbols and images have made their way into every aspect of our lives.
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FACT ON FACT
DR. KAKU’S VISION IN 2009
It’s a fact the future of communication is visual. Some could even argue that communication itself is visual. We cannot live without visual communication. It is an essential part of being human; it lays at the foundation of communication. This has been supported by the many studies. But it is not a stagnant dinosaur. Visual communication has evolved with civilization. Better yet, civilization has evolved with it. The advancement of technology creates many new mediums upon which images are communicated to us. Images went from being cave drawings to posters to movement on our television screens. But it hasn’t stopped there; the future applications create endless opportunities.
Dr. Michio Kaku is a theoretical physicist, bestselling author, and popularizer of science. Dr Kaku wrote in 2009 an article titled “ The world in 2030”. In this articles written in 2009, he speaks about his educated vision of technology in the future. To support his vision he has spoken with more than 300 physicists–thereby giving him an idea of where our society is headed. Interesting to know that many of Dr. Kaku’s predictions for the future were spot on!
It is clear that the oldest form of communication is by pictures. Cave paintings were created and used by our ancestors with the purpose of passing on information. It is interesting to know how much information we have gathered from that period. It gives us a good inside on how they lived and how they communicate. We have learned so much from that era without ever being present. We never shared a common language, nor can we relate culturally, but yet we have came to understand the messages they left behind. Images don’t just pass on information, they set a mood and convey emotions and nuances that cannot be described, or simply would be to time consuming to describe. These qualities of visual communication have been used and abused by politicians, corporation and many others in support of their cause. To draw out public opinion that clashes with logic, by conveying strong emotion. Academic articles clearly prove, that visual communication has a big influence on our decision – making, this is due to the influence it has on our emotions and our cognition (process of knowing).
According to Kaku, communication will soon be improved with “ optic web interfaces”. It will begin with glasses and then with contact lenses. This is really interesting because Google X has developed a wearable computer with an optical head- mounted display. They are testing it right now and already made it available to software developers. And developed only three years after Dr. Kaku’s article. Who knows what more is on the horizon.
Visual communication will be present in our future. The outlook that professor Kaku had in 2009 came to reality in 2013. I can also state this fact because of all the companies and their upcoming future developments regarding visual communication. With every new generation of technology, visual communication has become more powerful and Omni present. Therefor I personally cannot vision a future without it. In the years ahead, the market for the media and entertainment industry will be dramatically different. The advanced technology will play a big part of that industry. From bigger and expressive light installations to a bigger platform for advertisers to promote their products or services. Companies will be able to re – brand their brands and market themselves to a new audience with beautiful visual graphics. Smart glass is an example of upcoming trends within the industry. Social, economic, and technological trends will create a unique opportunity for new and innovative forms of visual communication. Visual communication will be essential and will have a lot of influence in our personal and in our professional lives. •••
“The future of visual communication is limetless. What the mind sees today, the eye will see tomorrow and will be printed in our minds”
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BREAKING TWEETS THE POWER OF TWITTER IN NEWS SPREADING
Social media changed many aspects of how we communicate and news spreading is no expection. In a modern world a breaking news is instantly global thanks to Twitter. Gone are the days of headline making news. In this day and age it is all about hashtag use and retweets. But what exactly makes Twitter suitable for news reporting and why is it good for us?
BY HAJNI NAGY
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When in 2011 Keith Urbahn tweeted the news
who want to stay up to date about the life of their about the assassination of Osama bin Laden favorite comedian, blogger, and brand or TV per6 minutes before the official White House an- sonality instead of interacting with friends. nouncement he drew ultimate attention to the new spreading qualities of Twitter. It is easy, it is The tendency towards using Twitter only to folinstant, it can reach large audiences and it is so low celebrities seems to be normal on the Twitterfast you can break news even before the president sphere: research has shown that 67.6% of all users of the United States. But what exactly makes Twit- are not followed by any of their followings. The ter suitable for news reporting and why is it good low amount of mutual connections implies that it is indeed possible to spread news and share inforfor us? mation on Twitter. This is also confirmed by the Twitter has never been intended to become a news fact that over 85% of trending topics â€“ phrases, medium. The microblogging and social network- words and hashtags most often used and therefore ing site launched in 2006 fast became the favorite featured on the main page of Twitter â€“ are headof its users thanks to the simple and user-friendly line or persistent news. Users on Twitter discuss surface and well-defined markup culture includ- current happenings, share opinions, theories and ing hashtags (#), mentions (@username) and news they heard from someone else more than retweets (RT). With hoards of celebrities register- 8 times out of 10 they are on Twitter and if they ing on Twitter and sharing each moment of their gain enough trust from the network they might life within the strict limit of 140 characters the so- get retweeted. And there is no greater power on Twitter than retweets. cial network proved to be attractive to those
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The fact that Keith Urbahn speculated the death of Osama bin Laden – or been told by someone according to his famous tweet on the 1st of May, 2011 - would have been unremarkable if his tweet did not get retweeted by 80 of his followers and their followers by the first minute after him hitting the “Tweet” button. But he gained trust from his followers who knew that he was a political insider and retweeted his tweets to their followers
10 ACCOUNTS TO FOLLOW
FOR BREAKING NEWS Sure you’ve been a follower of @perezhilton
(Perez Hilton) for fresh celebrity gossips and your guilty pleasure is to check pictures that handsome actors or pretty actresses post, but do you know which accounts to follow in order to never miss breaking news? Worry no more, we listed the top 10 Twitter accounts for all the latest news.
“Twitter has the potential to change the world in the near future”
who might have never heard of Urbahn. The rest is history.
#1 @BreakingNews Breaking News
Retweeting is common practice used on Twitter to copy someone else’s tweet as one’s own. Researchers have found that once a user’s tweet starts spreading via retweets it does not stop until it reaches an average of 1000 recipients regardless the number of followers of the tweet’s originator. And that is exactly what happened with Urbahn’s tweet and it can happen to each and every user on Twitter: retweet has given them the power of spreading information broadly. This is why Twitter has the potential to change the world in the near future. During the Arab Spring in 2011 protestors in North African and Middle Eastern countries used Twitter to organize protests and spread the news about them. When Hurricane Sandy destroyed large parts of New York City and the eastern coast of the United States people used their remaining smartphone batteries to ask for help, offer help and get information. Besides spreading news Twitter has the means to mobilize people on such degree no news media have ever been able to do so. Twitter is real-time so it can keep up with fastmoving and unpredictable events unlike mainstream media. Even though it is often accused of spreading false news but incorrect news has always been part of news reporting. 30 Future Talk
#2 @BBCBreaking BBC Breaking News #3 @cnnbrk CNN Breaking News #4 @WSJbreakingnews The Wall Street Journal Breaking News #5 @ReutersLive Reuters Live
Only difference is that it stayed behind the doors of press rooms and was less visible to the eyes of newspaper readers or TV viewers. And to answer the question: Twitter is good for us because it can make the world a better place. Revolutions around the world will get less violent like it happened during the Arab Spring and hard situations will be easier and faster to solve as seen during the aftermath of Hurricane Sandy. Twitter has a global role to make a difference in the future and all of us have it at our fingertips. It is important to know that sometimes as much as a retweet can go a long way. •••
#6 @CBSTopNews CBS Top News
Got a question? Feel free to tweet the author @hajniy Got an opinion? Share your thoughts about this article and the Future Talk magazine by using the #FutureTalk hashtag on Twitter
#7 @AJELive Al Jazeera English News #8 @SkyNewsBreak Sky News Newsdesk #9 @ABCNewsLive ABC News Live #10 @TWCBreaking The Weather Channel Breaking News
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veryone is a journalist.
And with that comes a little bit of responsibility we call ‘ethics’.
We live in a world where new trends rise every day. Heavily influenced by major global trends our way of communicating with each other is changing. Different social media platforms make us communicate more efficiently, more globally and especially just `more´. At this point the younger generations are already used to this form of communication. And even though these revolutionary changes seem to be doing us only good, there is also a downside to it all. Since it has become so easy for an individual to community globally, our messages can be received by people with other nationalities, cultures, religions and beliefs. This can lead to ethical disagreements and therefore ethics in communication are more necessary and important than ever before. What are ethics anyway? And can we develop a set of universal ethics as the basis for global communication ethics which everybody agrees upon? Of course there are already ethical guidelines in professional journalism associations, but can these sets of rules keep up with the rapid changes of communication we all use nowadays? We are about to find out. First of all we have to establish what ethics are in the first place. The dictionary definition of ethics explains that ethics are a set of principles of right conduct. A theory or system of moral values so to say. They are rules of standards governing the conduct of a person or a member of a profession. So ethics help us individually, as a group or as a member of a profession to determine what’s morally right and morally wrong. What you can and what you cannot do. And in terms of communication what we can and what we cannot communicate and how we should or shouldn’t. Truth is a prominent ethical value which already exists in almost every single conduct of media practice in democratic countries all over the world. But what we are interested in are controversial aspects that raise or have raised global ethical and moral discussions due to our differentials in culture, religion and nationality.
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by Niels van Mol
Since the rise of social media platforms everyone has become a journalist. Social media allows us to spread any message, picture or video to an almost infinite number of people all over the world. Whereas a community of journalists can mutually decide on which ethics they value and what moral values they emit, individual social media consumers only act from their own ethical point of view. This makes creating and especially sticking to global agreements upon ethics even harder. That is why, in the past decade, not solely professional journalists have caused controversy but especially individuals have.
‘‘Ethics help us to determine what we can or cannot communicate and how we should or should not”
Most social media platforms have guidelines and rules that prevent users from communicating certain things like nudity, extreme violence or other explicit content, but this of course does not mean that all controversial content is filtered and stopped. There should be a close coherence between journalistic ethics and those of individuals not professionally active in journalism (i.a. social media users). To establish this connection globally the journalistic codes of conduct should be globalized first. When these are well integrated into journalistic ethics then this shift in individual communication ethics and moral beliefs should follow automatically. Without conformity in global present media social media users will not have a reference to act accordingly. The future of ethics in global communication is hard to predict. We know that we need alignment in certain basics of ethics throughout the world and all the users of social media. But how are individual citizens of the world supposed to know what is morally acceptable and what’s if the global media isn’t even on the same page yet?
First the global press should come to an agreement on how to act ethically and morally right concerning the publishing and distribution of media and press. This can be achieved through a natural process of trial and error caused by controversy which leads to global discussions. When the international media have found a way to transpose basic human ethics to a set of rules for their communication to the public, then the public can copy these guidelines and integrate them into their own way of communicating to others through social media platforms. Nobody can foresee how long this process will take. It could even be, caused by future changes in global trends, an infinitive journey. But I guess it is not about getting to that finish line, but how we get there. Until we have found a solution to ethically satisfy everyone we will have to try to use our individual moral values and our human common sense in order to make sure no one’s moral values, religion, culture or nationality is harmed or damage in any way. It’s fun to exceed boundaries and experiment with communication, and so we should, but not when we are insulting or even harming other people. It is still not possible to formulate a sane and concrete conclusion about the future of ethics in global communication, but isn´t that exactly what makes it so interesting? •••
A good example is the reaction of an American girl who responded to a picture of her idol, Justin Bieber. A few years ago pictures of Justin Bieber smoking weed appeared on the internet. One of his fans responded by asking all Bieber’s fans to cut themselves until Bieber would stop smoking weed. This resulted in thousands of pictures of young teen girls cutting their wrists and putting pictures of this on twitter. This #cutforbieber was trending topic on Twitter for weeks and even resulted in the death of some participants. Of course self-harm is morally wrong and in most countries even illegal, but with that in mind, is starting such a guerrilla campaign on Twitter by a fan prohibited or morally wrong? Opinions on this subject differ a lot but it sure illustrates what a great impact an individual can have through the use of social media.
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Right or wrong? Are the following messages morally and ethically right or wrong?Ask some of your friends and prepare for discussions!
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Afterword After reading all of the articles, you might have a slightly better view on what you want your company to be or how you would like it to act. This could be about the PR of the organization and how to use Facebook as a tool for the customer relationships, or how to use event driven marketing to upgrade your company even more, not to forget the other dimensions. Ask yourself; did I know how to put mobile devices in a good use for my company? Have I ever thought of what kind of effects the advertising of my company has to its viewers? Do we keep the feelings of the customers in mind and if so, how has this helped us and how can we improve this? Parts of the articles could be used as they are written, but some parts could be filled in yourself. Be creative and show the world you have got what it takes to make your company one of the biggest and most succesful there is. Never stop developing your skills and always try new techniques that could help you grow stronger as an employee, manager or even CEO. Thank you for reading Future Talk and perhaps we will talk in the future. Best, The Future Talk Team
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Embracing mobile technology
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Lotan, G., & Gaffney, D. (2011, May 6). Breaking Bin Laden: Visualizing the Power of a Single Tweet. Retrieved from Social Flow: http://blog.socialflow.com/post/5246404319/breaking-bin-laden-visualizing-the-power-of-a-single Stepanova, E. (2011, May). The Role of Information Communication Technologies in the “Arab Spring”. Russian Academy of Sciences, Institute of World Economy and International Relations. Moscow: PONARS EURASIA.
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Everyone is a journalist
Ingram, M. (2012, December 15). It’s not Twitter — this is just the way the news works now. Retrieved from Gigaom: http://gigaom.com/2012/12/15/its-not-twitter-this-is-just-the-way-the-news-works-now/ Kwak, H., Lee, C., Park, H., & Moon, S. (2010, April 26). What is Twitter, a Social Network or a News Media? Retrieved September 10, 2013, from Advanced Networking Laboratory: http://an.kaist.ac.kr/~haewoon/papers/2010www-twitter.pdf Lerman, K., & Ghosh, R. (2010). Information Contagion: an Empirical Study of the Spread of News on Digg and Twitter Social Networks. 4th International Conference on Weblogs and Social Media. Washington DC: George Washington University. Lotan, G., & Gaffney, D. (2011, May 6). Breaking Bin Laden: Visualizing the Power of a Single Tweet. Retrieved from Social Flow: http://blog.socialflow.com/post/5246404319/breaking-bin-laden-visualizing-the-power-of-a-single Stepanova, E. (2011, May). The Role of Information Communication Technologies in the “Arab Spring”. Russian Academy of Sciences, Institute of World Economy and International Relations. Moscow: PONARS EURASIA.
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