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Tag: emerging media
John Ross on why retail needs new tools
John Ross recently joined IPG’s Mediabrands to become President of the Emerging Media Lab. John brings 20 years of retail experience to the job, most recently as VP of Advertising and Marketing for Home Depot. I sat down with him during a recent visit to Los Angeles (John will be managing a trifecta commute between his home base in Atlanta, Mediabrands offices in NY, and the Lab in Los Angeles) to talk about why retail and emerging media are well suited, and what challenges lay ahead for both sectors.
DR: What is the biggest challenge for the retail sector in terms of effectively harnessing the power of emerging media and technology?
JR: [Retail] needs to embrace and employ new tools that allow them to access the dialogue that’s taking place about their business. They need to have new listening tools and these tools need to be snapped into the way they make business decisions. Social media combined with retail has so far been a terrifying combination, it takes courage to really listen and a fear of that that dialogue might get out of control in ways that could be dangerous to your brand. Continue reading “John Ross on why retail needs new tools”
Leveraging interns in the new media space
“Your tech savvy intern.” These were the words on the email subject line in response to a Craigslist ad we’d posted to fill an intern position. Needless to say, she got the job. As we come to the end of another semester, it seems fitting to reexamine the role of the intern in the new media marketing space. Because interns are not just a cheap way to fill labor needs.
Interns, who typically fall into the 18-30 range, are a key demographic for many of our agencies clients. Moreover, they are comfortable with new media and are exploiting it for their purposes—we’d all be crazy not to tap into this group given how quickly the space is changing and how the behaviors around the technology are being defined in large part by this age group. Having these talented young men and women contributing to the research, ideation, and content we are tapped to do brings us fresh ideas and new thinking. Not to mention a little hungry blood, for which I’m always grateful (as one of our interns is fond of saying, “I’m on it! I’m on it!” or “I would LOVE to do that research, I am REALLY interested in that topic!” Continue reading “Leveraging interns in the new media space”
Emerging media under attack
In the past two months, I’ve heard a fair bit of buzzing along the lines of “when are media no longer emerging, but emerged?â€Â Or “is xyz technology really ‘new’?â€Â And to all those asking this question, I have only one thing to say: You’re right.
In many cases, the things we call emerging media are long standing institutions. Interactive TV has been around in some form or another longer than I have. I don’t refer to myself as an emerging human, so why should we talk about Interactive TV as emerging media? Really, we’re just talking about evolving media.
Considering this idea further has some interesting connotations. If “emerging media†is actually just “evolving media,†then it stands to reason that there is no use in the differentiation of “traditional†when discussing media.
Continue reading “Emerging media under attack”
Emerging Media, Barack Obama, and the Future of Political Campaigns
With the 2009 Presidential Inauguration approaching, we wanted to share our findings on how Barack Obama and other presidential candidates made use of emerging media.
In the 2008 election, Presidential contenders across the political spectrum utilized new media platforms to reach out to voters in unprecedented ways. And voters responded, participating online, via mobile, and across social networks in historic numbers.
What were some of the most notable emerging media triumphs from the 2008 election? And what was the emerging media strategy behind Barack Obama’s campaign? What was John McCain's best emerging media tactic in the race to the White House?
Click here to view IPG Emerging Media Lab's research into the uses of new media in this year's election–and how it has changed political campaigning for good.
Photo courtesy of Beth Rankin via Flickr
