In the outside world: January 10th

Noteworthy resources and news this week from Anjali Ramachandran, Head of Innovation:


Hello everyone, and happy new year.

Let’s kick 2014 off with a couple of lists predicting what’s going to be big in the world of media: unsurprisingly, everyone says marketing will need to have mobile up front, neatly designed user experiences will be more important than ever if we want people to come back to them repeatedly (goodbye clunky forms and ugly websites), and immersive brand experiences will be key too. Read JWT’s Top 2014 Trends, Digiday’s predictions from James Gross, co-founder of Percolate, and Nic Newman’s media and tech predictions for 2014 (Newman is a well-respected research associate at the Reuters Institute for the Study of Journalism in Oxford).

UK-based startup Contributoria launched a couple of weeks ago and is a sort of Kickstarter for journalism which crowdfunds individual articles and then publishes them as individual issues. No doubt they’re encouraged by the success of Medium.

A limited run of 150,000 copies of Wired magazine in Chicago and New York this month will see an interactive print ad where readers can change the colour of the MotoX phone by pressing coloured circles on the page. I quite like it – the tactile nature of the ad will guarantee recall.

KLM is really using Twitter as a customer-service channel. Their Twitter header shows the number of minutes they’re currently taking to respond to customer queries on the platform, updated every 5 minutes. As I type, it’s 123 minutes. How’s that for transparency?!

And Deloitte has a report that helps retailers build a business case for investing in mobile: smartphone usage during a shopping trip leads to 61% more spend, before the trip leads to 14% more, and those who don’t use it spend 10% less.

That’s it for this week – here’s looking ahead to the rest of 2014.


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