Jwt Intelligence 100 things to watch for 2014
JWT is
the world’s best-known marketing communications brand. Ever year JWT intelligence will release a list called JWT 100 things to watch. A list that charts
all the breakthrough ideas and development in adverting, food and drinks, technology, Media,
television, retail, the arts, health
care, and businesses.
Along with any that will challenge norms in society like
laws and fear that new development will bring to people privacy and learning.
Here is a list of five trends that I see as being the big topic if not now then
in the future.
Internet Safety
Internet Safety
When the “Do
not track kids act” was introduced to congress last year. Also with the rise of
teenage suicides in the UK as a result of abused online via the website Ask.com.
What worry people with that case was that Ask.com was not a social network site.
It is just a website where you enter a question and people could reply anonymously.
That’s all but due to the anonymous element of the website people were quick to
fall victim to cyber bulling.
The Two events has lead to pressure being apply
onto for social media sites to allow users to erase damaging photos, posted and
private details. Its rises the issue that instead of enforcing cyber bulling
laws and magical erase all my photos of me partying from secondary school so my
employer doesn’t fire me button. They work on teaching young people that the
online world isn’t your private playground and to get them to understand the
simple fact that what you posted on the internet stay there.
When
information get deleted what happens to anyone who tries to repost it again?
Will the new laws charge them for posting up an old photo? Even though they
where unawake that someone in the photo has alreally deleted from the website.
Kid-Bots Building Sets
A product
that not only encourages children builds but program too. A toy (an expensive
one at that but if it catches on then a price drop would be a no brainer) that
show the growing change in society toward technology. Giving children an early
start to the upcoming changes that previous generation didn’t have to prepare
for.
The only problem I could see from this is that it would be that stores and
parents themselves would see this as a product only marketed for boys.
Resulting in a gap between genders that would have a side effect as thing move
more towards a digital reliant age.
For example,
Lego had always branded itself as a gender neutral toy. But in the late 90’s
early oo’s adverting shift from neutral to the young boy demography. It wasn’t
see as an issue because girls where still playing with Lego and Lego wanted
them to keep playing with their product. It was that they were not the focus of
their multimillion dollar decade long ad campaign. It wasn’t until Lego
released a special girl’s line of toys in 2012. All of a sudden the ad campaign
that people where obvious to for the past decade was cause up roar across the
internet.
In 2013 they join a scheme that by 2014 toy
stores will provide a gender natural shopping experience for both the child and
more importantly the parent. Because at the end of the day. They are the one
that will buy the product. It’s up to them that to decide if their child should
have a Kid-bot. Essential for them to understand the fundamental of providing the
groundwork of an ideal that isn’t stopped in its track because of a parent
believing that a certain toy is unsuitable for their daughter because it looks
like a boy’s toy.
Beacon
Beacon is
the latest advancement in target adverting. By tracking the user through their
mobile phone to send them offers base off the information gather about their
shopping habits personally the consumer activities.
Beacon seems
to bridge the gap between the buyer and the selling.
It eases the risk of a new
product being release onto the market because they now have all the up to date
information of all beacon users that tells them. Yes, we can see a demand for
this product because we can check the figures on the buying habits from the
chosen target market and also pinpoint a potential new target market for the
product. So by giving up a piece of their own privacy, user can at least get
some benefit out of having their movement and social activities tracks.
On a
side note; if a beacon users phone gets stolen would the company be find the
phone for the police?
3-D Printers
Proving to
be the big tech breakthroughs not seen since the mobile phone arrive on the
scene, it’s been predicted that the printer in a few years will have people
scratching their heads and wondering how they manage without it in their life.
Alreally People from all professions are using the Printer for a range of
different jobs. From the police using the printer to recreate models of crime
scenes. To radiologist using it to make the special mask patients have to wear when receiving treatment.
Simply by
scanning the item and picking the material to print with. The printer can make
whatever you need it to make. Even though the 3-D printers are still a new
piece of technology and with that an expensive price tags. So as of now very
few people has access to the printer. But as soon as the printer became
available Downloadable models sheets for the printer where all over the
internet for anyone to download and keep for when they get near a 3-D printer
they can freely used. These model sheets had whatever you wanted be it a cup, a
gun, hell if you wanted a blue Optimus Prime that transforms into the tardis
from doctor who. It was all your at the check of a button. Seeing people
collect these model sheets is a hopeful sign that people are invested in the
idea of this device.
Yet, it raises
the question that even 3-D printer become more widely available how much mass
production will change with it. Take for example a mug, to make a large amount
of mugs for a chain of homeware stores. You have some design the mug. Make a
test mug to show to the mangers so they can sign off on the new mug. Then it
goes into mass production. Which involves every mug being fire in a large kiln,
a process that takes hours and energy that goes into a large kiln would be
costly. Then comes along the 3-D printer and suddenly all the first few steps
in production can be done by one person. The manger just selecting a model
design he/she likes and pressing print.
Digital
grieving
In changing
times old standing traditions either have to change with it or get forgotten by
the newer generation. This is mush evidence with the death and grieving
process. As now funeral information is made available over the internet via
social networking sites and specialty websites like RIP.ie. Keeping people in
the know about upcoming funerals in their area. And if they can’t attend because
there either sick in hospital or aboard because of work. They can watch the
live stream or listen in by using the internet to connect with the church’s
radio station.
I come from
an area with a low population and at certain points in the year the suicide
rate can just go up. Also car accidents due to alcohol and poor road condition
are common place. Suddenly then people
are left with the moral dilemma. Do I go to facebook and see if there any news?
Is it too soon to post my condolences online? Is it wrong for me to like that
Post about the death? The main thing is that people are afraid of is becoming
the unintended bearer of bad news and no one like to find these things out from
third person sources like social media.
It’s hard to except the fact that the
internet will become the new norm for getting this kind of sensitive
information. Yet it was the same when radio was introduction to delivers the
very same information. It too was seen as too impersonal because at that time
and funeral notice was delivery house to house every morning by the local
postman. But it more than just about changing to a new media it also about
makes a big change to people lifestyle. But also changing the norms of how
people communicate with other people.
For more information on JWT and to see the full listing you can
from this link to their website: http://www.jwtintelligence.com/trendletters2/#ixzz2uAOERU1l
