Each term the Digital Marketing team of tutors organise a Convention for all Digital Marketing students. Term 2’s was held on Thursday the 16th of May at Takapuna Campus. Digital Marketing is a very developing subject which changes often, so it is important they get together each term to discuss and present these emerging trends to our students.
We’re grateful to the teachers Emily, Kristie, Paolo, Rajika and Inna for their fantastic presentations. It allowed us to gain knowledge on: Facial Recognition Advertising, Programmatic Advertising, Simon Sinek, Big Data with Artificial Intelligence and how to build a Community on Social Media.
Facial Recognition Advertising
Have you ever surprised yourself stopping in front of a captivating advert that was calling you? That’s what we call Facial Recognition Advertising.
You might have already faced it with passport control at airports or in the health system of your phone but what about Marketing use?
Personalised advertising relies on data metrics like websites you visited, your locations, age, gender, Facebook status, keywords searches…
Indeed, Facial recognition advertising changes following these metrics in order to be more suitable and relevant.
For instance, Big Companies such as KFC China & Baidu are already using facial recognition technology to predict customer’s orders based on demographic data.
Programmatic Advertising is machine-to-machine automation of advertising/media transactions. This typically involves machine-learning decisioning & both biddable & non-biddable inventory, but currently relies on human input to create rules for both the buy & sell side.
The main purpose: reaching the right audience & individual consumer, serving relevant advertising to the right person at the right time and reducing waster advertising spend.
Have you heard about the British-American author and motivational speaker Simon Sinek?
Kirstie introduced the convention audience to Simon Sinek book: ‘’Start with why’’ which is about the ability to inspire those around you and to achieve remarkable things starts with WHY, any organization can explain what it does; some can explain how they do it; but very few can clearly articulate why, those who start with WHY never manipulate, they inspire.
Following Sinek, great leaders are able to inspire people to act. And those who are able to inspire give people a sense of purpose or belonging that has little to do with any external incentive or benefit to be gained.
“Finding WHY is a process of discovery, not invention”, Simon Sinek.
Big Data with Artificial Intelligence
The basic idea behind ‘’Big Data’’ is that everything we do is increasingly leaving a digital trace (or data) which we as marketers can use and analyse. Big Data therefore refers to our ability to make use of the ever-increasing volumes of data.
This convention was the opportunity understanding better the way companies use data sets to get a more complete picture of their customers.
But where do these data come from: they come from web Mining, Search Information, Social Media, Crowd Sourcing, Transactional or Mobile.
To put it in a nutshell, Digital Marketing relies on big data for customer engagement, retention and loyalty; but also marketing optimization and performance.
Building a Community on Social Media
To kick off, a Community is a group of people living in the same place or having a particular characteristic in common.
Building a Community on Social Media is a great opportunity for companies to gaining in customer service, improving the brand image and standing.
If we spend an average time of 2.16 minutes per day using social Media (Hootsuite statistics), building a community might not seem evident all the time.
Here’s a piece of advice to help you: let followers share their stories, encourage communications in your brand community, focus on local context: it makes a brand relevant to consumers or even, create a conversation about community’ interests.
With so many topics happening on the digital industry, our team is already planning the next Digital Marketing convention. Stay tunned!