What’s getting us excited at EMO? Well, many things, including some brilliant new business pitches. For one of those, I was tasked to write up a list of future developments on our radar that will affect the way we help networks with their local marketing initiatives. So, here’s our list.
PROVEN AND HERE NOW: Responsive design
Building for all web, mobile and tablet format is a business imperative. Responsive design enables technical teams to build one website that resizes dynamically across all platforms.
PROVEN AND HERE NOW: Multivariate testing
Multivariate testing helps your website visitors tell you how they want your website to look and behave, leading to higher conversion on website goals eg test drive forms. Users vote with their clicks for which content they prefer and the website optimises for the better performing options.
HERE NOW FOR THE PIONEERS: Local Social Media Software
Software-as-a-Service technology can help organisations overcome operational and strategic challenges – particularly those posed by new media like Social. Services like Hearsay Social are helping forward-thinking brands to manage local social brand compliance while improving local brand engagement through Facebook, Twitter, Foursquare and more.
HERE NOW FOR THE PIONEERS: Integration of digital feedback into Marcomms
RFID, NFC and QR codes already offer opportunities to give customers a richer media experience and monitor customer engagement with offline assets or experiences. With increased smartphone usage and internet accessibility, these opportunities increase too.
COMING SOON: TV advert targeting by postcode
BskyB will by enable targeting TV adverts by postcode by Summer 2013. This will make it possible for local businesses to buy television advertising they would previously have been unable to afford.
COMING SOON: Local TV Framework
Over the past 2 years, the Ofcom Broadcast Licensing Committee has been managing the application process to award licenses for the development of Local TV stations for over 20 city areas across the UK. The first local TV station is expected to be on air from Autumn 2013. “Local services will be required to provide local content which meets the needs of local people and is more relevant to their daily lives” and this will impact networks from both a Local PR and advertising perspective.