How Marketers Use Psychology Of Choice To Their Advantage [Infographic]


Did you know there is a whole psychology behind the choices that we make? Savvy marketers are able to use this to their advantage. This is fascinating!


Tocquigny Staff 's insight:


We’ve all heard the phrase, “We are our choices.” It’s true when you think about it. Every single choice we make from what to eat for lunch to who to spend our lives with impacts our future and our happiness. Although most of us try to make good choices, are we in complete controlof the choices we make? It turns out when it comes to purchasing decisions, there is a whole psychology behind how we make choices. As it turns out, savvy marketers know this and are able to use it to their advantage.


Of course we know that the supermarket puts the sugary cereals that kids love at their eye level on the shelves so they will see them and beg their parent’s to buy them, but I’m talking about a psychology that goes much deeper than that. I can’t decide if marketers who use this to their advantage are smart or sneaky. I suppose it’s a little of both.


This infographic called Choice Is An Illusion by BestPsychologyDegrees.org (with reputable sources listed at the bottom) suggests that marketers have done their homework over the years, and they know more about how we make choices than we do.


Just to mention one example, according to their research, although we say we want to know all the options, we really don’t. Too many choices makes us tired and makes the buying decision uncomfortable. Plus, many times we aren’t happy with our choice when it’s over. On the other hand, having less options makes for an easier decision that we are happy with in the long run. Marketers use this to their advantage when selling us everything from mutual funds to new cars to jam at the grocery store. This makes me wonder about other areas of our lives. Do you think there are other choices that we make which we aren’t in complete control over? It’s a bit creepy.


See on bitrebels.com

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25 Ways B2Bs Can Use Facebook for Brand Awarenes



Tocquigny Staff 's insight:

Every time there’s a conversation about whether or not B2Bs should be using Facebook to market their business, there always seems to be some sentiment about how they should only be concerned with the company’s LinkedIn profile.


After all, Facebook is just for having fun, right?


Wrong!


In fact, according to the 2012 Social Media Marketing Industry Report:

  • 87% of B2Bs are using Facebook
  • 56% found new business partnerships through social media
  • 60% saw improved search ranking from social media


The report’s authors also concluded that dedicating just six hours a week to social media can improve both brand awareness and sales for B2Bs. Truth is, if you already have ideas on what to post, you can probably get Facebook marketing done in about 15 minutes a day.


Here are 25 ways B2Bs can use Facebook to improve brand awareness and, sometimes, drive leads and sales.


See on blogs.constantcontact.com

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12 Reasons Why Blogging Is The #1 B2B Marketing Tactic

B2B companies who blog are able to increase awareness, credibility, search engine rankings and leads - all while linking marketing efforts back to business goals.


Tocquigny Staff 's insight:


The Content Marketing Institute (CMI) describes blogs this way:


What is a ‘Blog’? Shorthand for “Weblog,” a blog offers an easy way to present brief chunks of frequently refreshed Web content. Backed with easy-to-use technologies for syndication (e.g., RSS), comments and trackbacks, blogs are often the blazing centers of social media solar systems that can incorporate sophisticated SEO strategies and community-building campaigns.


Company use of blogs is on the rise. According to CMI, blogging is the 3rd most common content marketing activity, surpassed only by social media and articles.


In terms of blogging by company size, 68% of companies with 10-99 employees maintain a blog, while only 55% of the largest companies employ this tactic.


In an eBook on blogging by CMI, the benefits of blogging are outlined. Here’s my summary of the 12 reasons a blog is the #1 marketing tactic for B2B marketers:


  1. Blogs are inexpensive, easy to use and can be updated quickly.
  2. YOU own the blog, as opposed to other third-party and social media outposts like Facebook. And the blog can be integrated into your website, or even serve in lieu of a website.
  3. Blogs provide a branded context for your content. You can extend your brand without paying for third-party media.
  4. Blogs convey a personality with a unique voice and the opportunity to write in a conversational tone that makes your company appear “human”.
  5. Blogs improve search engine rankings via keyword-rich content, fresh content and additional indexed pages.
  6. Blogs are a 24/7 communication platform where you can quickly publish favorable content about your company or respond to evolving issues.
  7. Blogs support an array of media formats and simplify the uploading and management of text, photographs, graphics, videos, audio, presentations and PDFs.
  8. Blogs facilitate content distribution through multiple channels such as social media, RSS feeds and email newsletters.
  9. Blogs supply content for social media campaigns. Content is the fire, social media is the gasoline.
  10. Blogs provide a targeted location to direct prospects, customers and the public via a URL or QR code with specific information.
  11. Blogs are flexible and can help companies achieve a variety of corporate goals, such as providing product-related content, answering customer questions, attracting new prospects and hosting an executive platform.
  12. Blogs provide metrics that you can use to track marketing back to business goals.



Click here to download a copy of CMI’s Ultimate Guide to Bloggingor view the SlideShare below.



See on slideshare.net

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Read The Darkest Confessions Of Anonymous Creatives


A new website called The Creative Confessional is letting anonymous advertising professionals air out their sins in a public forum.


Tocquigny Staff 's insight:


Clearly, people who work in advertising are not normal. In fact, some of them swear that their jobs are akin to being part of a human centipede. Considering the particular trials and travails of the average creative professional, it makes sense that he or she might want a safe space in which to vent. Now there is one.


The Creative Confessional is a website that posts anonymous sordid admissions from those working in the trenches. Creative professionals from all over can confess something terrible that they did, or vent their disgust with the industry as a whole, and let the site’s readership determine whether the complaints are valid. Beneath each confessional, readers can vote on whether to absolve or condemn the person who posted it.


The list of offenses on the site runs the gamut from creative accounting practices, to disenchantment with certain products (“blue mountains on beer cans don’t do shit”), to accepted drug use, and worse. It’s enough to make Confession Bear go back into hibernation.



Look through the slide show here for some of the juiciest confessions on the site.



See on fastcocreate.com

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B2B Marketers Need To Get Real About Social Media and Customer Engagement



Tocquigny Staff 's insight:

B2B marketers need to get more focused on how fast their prospects and customers are changing as a result of social media.  It’s time to question long-held assumptions and look to social media as a means to connect with prospects and customers more effectively.


Getting Beyond PDFs to see Prospects As People

In 2013, its clear B2B prospects are already much more selective with their time.  They expect much more than just a data sheet or a series of choreographed PDFs to each of the stages of the buying process.  They want to know a company is in their corner and gets their problems – not at a simple level – but at the very heart of who the company is.  This is especially the case with B2B manufacturers who have deep expertise in solving complex problems.


2013 is going to be a year full of great marketing intensity.  It is up to B2B marketers to choose if they want to compete at that level right now.


Continue Reading …. 


See on forbes.com

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Dr. Seuss’ 7 social media lessons


In true Dr. Seuss fashion, his quotes are worth listening to year round, regardless of age.


Tocquigny Staff 's insight:

Dr. Seuss’ rhyming wisdom provides social media lessonsfor all of us. Here are a few:


1. “Today you are you, that is truer than true. There is no one alive who is youer than you.” Be yourself on social media platforms and reveal your true essence. Don’t try to be someone else. To this end, don’t pass someone else’s content off as yours.


Social media tip: Show who you are with your avatar and profiles. Include information that proves you’re human.



2. “So the writer who breeds more words than he needs, is making a chore for the reader who reads.” Great advice for social media where space is limited and participants are constantly bombarded with information. Keep your messages short and on target


Social media tip: Integrate your branding into your social media interactions through your language, voice and graphics. Dr. Seuss’ tweets would sound like Dr. Seuss without needing identification.



3. “Sometimes the questions are complicated and the answers are simple.” Given broad based use of social media, it’s easy to forget your social media peers may not be native speakers of your language or may have a different understanding of the same event.


Social media tip: Be a social media resource and help others whenever and wherever possible. Support those around you.



4. “For a host, above all, must be kind to his guests.” No place is this truer than on social media platforms where you should be polite and free of all scorn. Remember—you don’t know someone’s background, so err on the polite side.


Social media tip: Be generous in your advice and participation on social media networks and pay-it-forward.



5. “Unless someone like you cares a whole awful lot, nothing is going to get better. It’s not.”Dr. Seuss packed a lot of social media sense into a short phrase. In 2011, social media showed how people around the world could support others half a world away during the Egyptian revolution and the Japanese tsunami. On social media platforms, everyone has responsibility to make their forums safe. There shouldn’t be cyber bullying or other issues where real people are hurt by what’s said without thinking.


Social media tip: Social media has social responsibility! Take a stand on social media where appropriate to make them safer for people in need or danger.



6. “Be who you are and say what you feel because those who mind don’t matter and those who matter don’t mind.” Dr. Seuss’ words ring true on social media where it’s important to be transparent. While this involves telling the truth, it doesn’t mean divulging confidential information that would harm an individual or a business.


Social media tip: Help your employees by developing a set of social media guidelines so they know what’s acceptable to say on social media networks when they represent your firm as well as when they’re engaging as individuals. Be aware that privacy on many social media entities can be elusive.



7. “Oh, the things you can find if you don’t stay behind!” Learn to be a social media extrovert and engage with others across a wide variety of interests.


Social media tip: Build a social media tribe to engage with. Pay-it-forward on social media platforms like question and answer sites and participate in group discussions such as Twitter chats.


See on ragan.com

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Content Marketing vs. Traditional Advertising [Infographic]


See how content marketing competes with traditional advertising: the advantages, the different types, the different tactics are key challenges.

See on marketo.com

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Key digital trends for 2013 [infographic]



Tocquigny Staff 's insight:


Our latest Quarterly Digital Intelligence Briefing: Digital Trends for 2013, produced in association with Adobe, looks at what marketers see as the most important trends in the next 12 months. 


This infographic sums up some of the key findings from the survey of around 700 business respondents…


See on econsultancy.com

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Frequently Asked Questions About B2B Marketing: Essential Basics



Tocquigny Staff 's insight:

I opine regularly on the importance of basic (yet essential) marketing best practices and disciplines to achieve sales goals. As it relates to business-to-business (B2B) marketing, below are questions and conversation topics that often come up; along with my typical response and/or opinion.


If you are a start-up or diving into B2B marketing planning for the first time, perhaps these will help.



See on business2community.com

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2012 B2B Social Media Statistics


Once thought of as only successful for large businesses, small and medium sized organizations are showing measurable return on their social media programs.

Tocquigny Staff 's insight:


Social media marketing works for B2B companies. This concept has become fact. Over the last few years we have seen a rise in B2B social media marketing, and now it has become an accepted and valued digital marketing tactic. Once thought of as only successful for large businesses, small and medium sized organizations are showing measurable return on their social media programs.


One key factor is that social media has now become a necessary piece of the online marketing strategy puzzle. It cannot be ignored. Every part of digital marketing is influenced by this truth. Every digital advertising tactic from content marketing to search engine optimization benefits from social media engagement. As always - follow your audience. This can be especially true for very niche industries.


While reviewing 2012’s B2B social media successes, I found that statistics show B2B organizations of all sizes have embraced and are seeing positive return from these activities. Below are some of the most interesting statics from 2012. They come from a number of reputable online sources that have recently collected last year’s data including ClickZ, MarketingProfs, SEOmoz and HubSpot:


  • "Best in class" B2B companies are significantly more likely than average firms to integrate their social media efforts with their email marketing (65% vs. 51%), SEO (61% vs. 49%) and webinars (47% vs. 31%)
  • One-third of global B2B buyers use social media to engage with their vendors
  • 75% expect to use social media in future purchases processes
  • LinkedIn is the most popular social media platform for B2Bs with an 83% adoption rate. That percentage is up from a 71% rate last year. 65% have acquired a customer via LinkedIn
  • 45% of B2B marketers say that they use social media sharing statistics to determine if their marketing efforts are effective
  • 51% of the top 20% of B2B marketers generate leads through social media and use social sharing tools, compared to the industry average of 39%
  • 87% of B2B marketers now spread their message through social media


The good news is that social media marketing has proven itself profitable, cost effective, and the early adopters have blazed a path providing established strategies to follow.


See on pentonmarketingservices.com

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20 Eye-Popping Interactive Experiences That Show Off What HTML5 Can Do


With his new collection, “Form Follows Function,” Jongmin Kim provides an addictively interactive demostration of what beauty and interactivity HTML5 is capable of helping to create.


Tocquigny Staff 's insight:

It’s impossible to know just what to expect when clicking on a tab that reads “Universe Panorama.” You just do it because, well, of course you do it. In this instance, within Jongmin Kim’s web-based funhouse, what you see is the surprisingly mucus-like, star-flecked tendrils of the celestial heavens. It’s a beautiful mess, and with a flick of a cursor, you can watch it all spin around in great circular depth—as though your computer was a portal to a physical world far beyond the borders of your screen.


We’re in the early stages of exploring digital experiences made possible by HTML5. On the edge of this exploration is designer Kim, whose new project gives the technology’s capabilities a workout. Form Follows Function is a series of 20 interactive experiences (as of January 16th, only 13 of which are available) that are as addictive as they are illuminating.


"Web interaction was developed with Adobe Flash for the last 12 years, but now many people are using HTML5 because of how it works with tablet and mobile devices," Kim says. "I think the technology (whether Flash or HTML5) is not so important, though. Technology always changes so fast; the important thing is design and interaction."


The interaction begins immediately upon entering Form Follows Function. Users are greeted with a color wheel they can spin to select tabs with intriguing titles like the aforementioned “Universe Panorama,” “Wiper Typography,” and “Ripples on the Green.” While tantalizing, the titles are vague enough that you never know what you’re going to get. (Well, “Campbells Soup 3D” is probably about what you’d expect.) “Wiper Typography,” for instance, sends a torrential downpour of the letters making up the word “typography” in white, against a blue backdrop, with a wiper the user controls keeping them from splashing against the ground.


"This project isn’t just a collection of interactive experiences; it’s also a collection of my favorite things," Kim says. "I love Vincent van Gogh, Rene Magritte, Andy Warhol, Minimal Design, and Typography. I got inspired by these things. For example, I used Van Gogh’s drawing for the "Color Pixelated" section. [Which basically turn the artist’s paintings into pointillist works.] I felt a loud and strong color in his drawing, so I thought it would be fun to make something that uses the colors in his paintings. And "Plant Trees" was inspired by Rene Magritte’s "Empire of Light." The drawing is single paradoxical combination of day and night. The trees in my project are dark at daylight, but bright at night."



While the various experiences on Form Follows Function—and those that will be revealed in the coming days—present a compelling case for the latest technology in web development, its creator is quick to point out (again) that the tech itself will only take a person so far.


"If you want to be an HTML master, just study HTML5," Kim says. "But if you want to be a person who makes interesting interactive things, please improve your sense of design and interaction."


See on fastcocreate.com

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The White House’s Best Digital Marketing


The Obama administration has demonstrated great understanding of what the digital media world has to offer. Check out some of the best stuff it has done.


Tocquigny Staff 's insight:


The Obama administration is no stranger to digital media. In fact, it is kind of awesome at it.


Besides all of the expected social media stuff, the Obama staff has been on top of what’s new and important in the digital world and actively uses new digital platforms and technology to better engage and interact with the public.


Marketers, take note of these impressive ways the White House has used digital media.


See on digiday.com

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How to Write a White Paper Like a Journalist, Part 1


The first steps to creating a white paper like a pro: gather great information. Read our tips on understanding your audience and industry and finding the facts you need.

Tocquigny Staff 's insight:

1. Understand Your Audience

Create content your customers need. Remember: businesses don’t read white papers or make buying decisions. People do. Write for them.



2. Understant the Industry and Its Issues

As you start your research, try to understand the big-picture topics in the industry, including: What pain points are companies trying to relieve?



3. Leverage Outside Expertise

You don’t need to know everything – you just need to know how to find and connect with people who do. Seek out experts. The more reputable the expert, the more compelling your white paper will be.



4. Verify Your Information 

Credibility is everything. Learn to be a tireless fact-checker. Don’t automatically consider Wikipedia, blog posts, and social media updates as credible news sources.



To read more, download the full white paper: How to Write a White Paper Like a Journalist.


See on repcapitalmedia.com

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15 CES innovations that change the game for marketers


Consumer tech is weirder than ever. From interactive digital credit cards to “smart” forks, we went inside CES to find the innovations that will have the biggest impact on marketers.


Tocquigny Staff 's insight:

ES innovation No. 1: The next generation of digital credit cards

How smart is your wallet? If you’re looking for a new brand engagement opportunity, get ready for a breakthrough in digital credit cards. With the introduction of the Dynamics “ePlate” device, consumers can push a button on the card itself to choose what reward they want a particular payment to go toward. Users can also choose whether to pay cash or pay with redeemed points through the physical card. And a version of the card also features security-hidden card numbers. Available on any existing VISA or MasterCard account, this innovation puts the control at the fingertips of the user. And it’s free for brands to participate.

Click here for more information.

CES innovation No. 2: (Much) longer battery life for mobile devices

Everyone seems to love their mobile device, but hate their device’s battery life. PowerStick and other short-term battery options have helped users eke out more time, but this year’s CES brought us a new option. Nectar Mobile Power introduced a mobile charger that will keep devices powered for up to two weeks. Using a unique new battery technology, this power source keeps users from needing to find power outlets for much longer. The price point is currently a bit steep at $299, but media and techies alike were excited to see this product debut at CES.

Click here for more information.

CES innovation No. 3: The Hapi Fork and other “smart” everyday items

Don’t laugh…introducing the Hapi Fork! Think of this analog-gone-digital item as a cross between an electric toothbrush and a Nike+ chip for your shoe. The fork interacts with a software app to track how often you eat and how quickly you take bites. If, for example, you want to train yourself to take a bite every five seconds instead of every three, the Hapi Fork will vibrate to remind you to slow down. And the fork is dishwasher safe! (If you remove the battery.) Though it earned some laughs from serious technologists, the Hapi Fork represents an important new trend of adding sensors to objects to help them “learn us” and adapt to our behaviors.

Click here for more information.

CES innovation No. 4: Lightning-fast mobile chips

Mobile devices have surpassed televisions and computers as the primary screen through which brands interact with consumers. But the technology itself isn’t always up to user expectations, especially with increasing media consumption habits. Chip maker Qualcomm is taking devices to the next level of speed with its new Snapdragon 600 and 800 processors. Get ready for quicker response without additional drain to the battery power. Insiders say the new chips are 75 percent faster than the prior processor, the S4 Pro. Snapdragon 600 and 800 are expected to appear in consumer devices in mid 2013.

Click here for more information.

CES innovation No. 5: Augmented reality dressing rooms

Getting your customer to engage with your brand is the ultimate goal for any marketer. But in today’s digital environment, physical interaction is not always possible. According to the team at Facecake Marketing Technologies, this isn’t a problem. Facecake has introduced a virtual world for brands. Imagine allowing your customers to explore your products in a highly interactive and personal way through an augmented reality interface. Facecake’s proprietary visual demonstration system allows customers to manipulate their own image with realistic animation capabilities and try on a variety of designer products with unprecedented levels of personalization. Consumers can adjust their eye shadow to match their complexion, see which handbag looks best with their outfit, or try on brand accessories all in an interactive digital environment. Go from being blond to redhead, visualize yourself losing weight, or try on a variety of outfits in a realistic manner.

Click here for more information.

CES innovation No. 6: Cars with “BYOD” capability

Until now, cars have typically had a dedicated hardware set for accessing maps and other information. But Ford made a future-thinking decision in creating a “BYOD” (bring your own device) option. The new Ford developer program allows users to connect via Android or any other device, meaning the user isn’t married to an old technology years after purchasing the vehicle. Insiders think other carmakers will follow suit, and it further establishes the car as the newest mobile device in the suite of brand marketer tools.

Click here for more information.

CES innovation No. 7: A smart device that texts you when your plant needs to be watered

As we mentioned before, one of the most important trends coming out of this year’s CES was the “sensorization” of non-digital items. And one of the best examples was the Parrot “Flower Power” device. The small pronged object reads plant environment moisture levels, which trigger automated responses. Look for more technologies taking advantage of this trend. And think about ways your brand can innovate in this space.

Click here for more information.

CES innovation No. 8: TVs that are 110 inches, paper-thin, 4K, 3D, and more

As expected, this year’s CES featured a number of television innovations. From 4K (up to 8K!) displays, to new 3D options and screens as large as 110 inches, consumers have never had more choice in the entertainment space. And it seemed like every maker also debuted their version of the new digital television experience. From social data on the screen (what are your peers watching?) to making product information clickable and displaying various data widgets (weather, sports scores, show recommendations), marketers have never had so many in-points for interacting with audiences while they watch TV. Your 2013 campaign plans need to include this “new normal” in the entertainment space. The largest screen in the living room is regaining its importance.

For more information visit Samsung.comHisense.com, and LG.com.

CES innovation No. 9: Video-integrated marketing print pieces

When you think digital, you tend to think of a device-related experience. But one company is bringing digital back into the analog world. Spreengs introduced a line of video cards. They can be used for personal announcements like graduation or the birth of a new baby — or high-value marketing messaging. Using the latest in “Printings in Motion” technology, Spreengs offers oversize cards with a variety of video screen sizes. Loading a video onto a card is simple, it requires a computer with a USB port. Pricing varies.

Click here for more information.

CES innovation No. 10: It’s easier than ever to skip TV commercials

Dish Networks riled up the marketing world and invited litigation from broadcasters with their new version of “The Hopper with Sling” set top box. The technology allows viewers to skip commercials (hence the court cases), as well as transfer content to tablets for offline viewing. The popular product was originally a finalist for the CNET Best of CES award, until CNET’s parent company CBS asked that the Hopper be removed from consideration. Implications for marketers are varied, but obviously the trend toward skipping TV commercials is one that will make brands evaluate their marketing budget priorities.

Click here for more information.

CES innovation No. 11: The next generation of video producers

As digital video continues to explode, opportunities to enter the space are getting more sophisticated and user-friendly. For example, LiveU has created a full line of high quality production tools to create and publish video from anywhere. They debuted at CES a line of green screen studios with slick animation options that let you quickly produce a high-quality broadcast. The studio shown above comes equipped with studio quality lights and backdrop, and all the hardware and software you need. The studios come in different levels of complexity, with costs ranging from $3,000 to $20,000.

Click here for more information.

CES innovation No. 12: Smart appliances and interactive home tech

Remember when we started to imagine being able to start a load of laundry, adjust the thermostat, or check if you’re out of milk from a smart phone? This once-future concept is finally emerging into the mass market. LG unveiled at CES a full line of appliances and devices that use technologies like NFC to interact with objects and communicate with the user. Soon the smart phone will be the remote control for operating and maintaining interconnected homes. You’ll be seeing this trend become more and more the “new normal” in the consumer tech space. Start planning now for ways to tap into this consumer shift, especially if you’re a product company.

Click here for more information.

CES innovation No. 13: Roku partners with Time Warner Cable (and now offers more than 700 channels)

In 2008, the Roku player launched to stream Netflix to the television. Today, Roku has surpassed an unprecedented 700 streaming channels. And with this year’s announcement of new partnerships with Time Warner, Fox, Spotify, and iHeartRadio, Roku demonstrates just how far digital entertainment has come in very little time. Roku also announced a new hardware device called the Roku streaming stick which can be plugged directly into the mobile high definition link port already in production by over a dozen consumer electronic makers.

Click here for more information.

CES innovation No. 14: Advanced headphone technology at consumer-level prices

Forget celebrity endorsements, the real differentiator in the headphone marketplace is digital integration. Parrot’s “Zik” headphones come with an app that lets you adjust EQ, concert hall effect, active noise cancellation, and more. Expect consumers to become more savvy in their entertainment hardware choices.

Click here for more information.

CES innovation No. 15: Healthcare and schools embrace fitness gaming

The Wii and the XBox Kinect changed the game (pun intended) when they allowed users to play video games with interactive motion-based controls. But it took a while for established organizations to adopt the new technologies as possible tool sets. At this year’s CES, United Healthcare announced a partnership with Konami to bring game “Dance Dance Revolution” into schools for student fitness. The classroom version of the game provides 48 wireless dance mats, and is connected to a PC rather than a gaming console. Each mat contains a smart card which can hold data for an individual student, allowing the student and the teacher to track BMI and calories burned during the game. Watch for more interactivity like this in schools, and well as more gamification of healthcare. Both important trends.


See on imediaconnection.com

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28 Stimulating Digital and Social Media Marketing Quotes



Tocquigny Staff 's insight:

I’m reading constantly and often find and keep the most memorable quotes from my daily reading. Here’s a collection that I thought would be of interest as they relate specifically to digital and social media marketing. I hope you find inspiration to spark for your own creativity to write something memorable.



28 Stimulating Digital and Social Media Marketing Quotes


See on fuelingnewbusiness.com

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