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Error 503

Error 503 is one of those things that really gets to me. A horrible looking message in boring font explains that the service is unavailable – sorry. There’s nothing you can do but wait. This is exactly what you need when you are trying to access some important bit if information. Now is the point where you would refresh the page a couple of times before trying to access the website through a new webpage, and again usually without success.  Here you resign yourself to failure, annoyed at the websites incompetence. However, this is where some companies have been very clever. To ensure there are no hard feelings, a simple branded message will do just the trick. This one from Mintel that I came across this morning made me smile. It has a simple message, no apology but a cute graphic and even contact numbers if you really feel desperate to speak to somebody (although this probably isn’t likely). This attention to detail is what makes the brand experience so much more special and now I don’t mind that I need to wait a little while before trying again, because I feel as though they care. What a brilliant way to make something annoying, a little easier to deal with!

New Logo?

I haven’t blogged in a while, but thought as I have just moved back to Bournemouth, it feels the right time to get back into it. After visiting the centre of town yesterday, I couldn’t help but notice the countless changes that have happened in only a year, not just in the empty storefronts, but also in the rebranding of some of the existing stores. The New Look store has dramatically changed its logo, replacing its signature curved letters for a more simplistic text logo, similar to that of retail giant Topshop. I haven’t seen any further evidence of this re-brand on its website, so I wonder if this is a pilot test, and if/when it does bring it in, how long the transition process will take.

It is not only New Look that is updating its appearance; there seems to be a moving trend to refresh brand identities offering a simpler, corporate look, especially amongst retail and technology sectors. Microsoft is deemed to be a catalyst in this trend, which after 25 years have offered a new simplified corporate logo to fit in with last weeks launch of the eagerly anticipated Windows 8. eBay is another; as Natt Garun explains, its “refreshed logo makes eBay a bit less quirky and playful but more contemporary and corporate” which adds to its recent re-design of the online interface. This October eBay announced; “We’re delivering a cleaner, contemporary look and feel” to reinforce its leading position as a global corporation.

 

Since its unveiling, eBay’s new user interface has been likened to social network websites such as Pinterest, Stumbleupon and weheartit. These companies have recognised the need for understanding what the consumer wants. It is no longer a one-way street. Since the mass-adoption of the World Wide Web, it has become a two-way (or multi-way) process with consumers having more choice in what and whom they engage with on these online platforms. Interaction with brands online is now on consumer’s terms, meaning brands need to offer consumers something unique and interesting. Consumers want to personalise their web experiences and this layout easily allows them to do this. As the smartphone and tablet market booms, these simpler, image based layouts will become increasingly popular. The minimal text design is more suitable for these devices that use touch screen technology. With 4 out of 5 consumers now using smartphones to shop (comScore, 2012), eBay has recognised that it needs to ensure the website is as seamless and easy to use as possible.

Even though eBay has received a lot of criticism over its logo I believe that it is moving in the right direction and wish them every success in conquering the m-commerce market. I also look forward to seeing New Look implement its new logo across all stores and its online platform. Although I prefer this cleaner, more adult logo I am worried that it may just be copying other high street retailers. I hope this is not the case and that it has an impressive strategy behind it. Lets watch this space…

Mobile Advertising in the Modern World

The rise of web 2.0 in the public sphere means a new online world of interactive many-to-many communication. As technology progresses so do different ways of communication. Mobile internet has grown rapidly and is the fastest growing technology with more than 10 billion users in 2010 (Morgan Stanley, 2009) especially as data access and transfer speeds increase as well as more user-friendly interfaces being developed.
Consumers of all ages are becoming increasingly attached to their phones which they always keep on (White, R., 2008). Consumers carry their phones with them and use them even when consuming other media. This means that the reach for advertisers is potentially massive as there is a possibility of contacting consumers at any time of the day. 56% of Smartphone users frequently use their phones to access the internet (Ofcom, 2010) which gives advertisers even more opportunity to reach consumers not just through SMS and in-game adverts, which many users find intrusive (Wired, 2011) but also through banner adverts and brand websites.

As mobile advertising is relatively new many brands are unsure whether to get involved, especially in the current economic climate when budgets are tight and each media choice needs proof that it is the best. Measuring the success of a campaign is also a problem as many companies are unsure how to do this because of the fragmentation of information. Companies such as AdMob (2009) who sell mobile advertising space could help to track the progress of mobile campaigns much like other online campaigns are tracked, using impressions and click through rates. AdMob also work out ROI, for example in 2009 Land Rover wanted to drive people to their website and allocated 40% of their budget on mobile advertising which generated 70% of website traffic (AdMob 2009). Other brands incorporate mobile into their multi-media campaigns such as Wagamamma who are currently targeting university students by giving out free noodles with QR codes on the sides of the pots directing consumers to their mobile-friendly website. This is a good way for a brand to ease into the mobile market, integrating it into an existing campaign.

Many companies believe mobile advertising is definitely worth spending at least some of their budget on as it is the most specifically targeted media available. They can gather huge quantities of personal information such as demographics and interests through user’s online mobile profiles and the websites that are visited. With the rise of GPS tracking on mobile phones, advertisers can also target consumers according to their location; meaning consumers benefit relieving nearby offers relative to their personalities as well as the time of the day. For example, TGI Friday’s have targeted 18-35 year olds visiting the cinema. The mobile advert shows real time directions to the restaurant and users can find out more by clicking on the banner (Butcher, D., 2010).

A survey by JiWire (cited by Chong, S., 2010) explained that 53% of mobile Wi-Fi users would show their location to receive more targeted ads with a massive 38% saying they were likely to click through to find out more. This is a huge advantage for advertisers considering the average click through rate is 0.05% (Chong, S., 2010). This very specific targeted advertising means brands can reduce costs and increase the effectiveness of their adverts. Conversely, Dan Butcher (2010) from Mobile Marketing Magazine explains that other brands disagree with location based advertising. Apple have blocked location based in-app advertising so that their users don’t get spam whilst using their products, however this also means that consumers are missing out on potentially good offers relevant to them.

It is a difficult balance that advertisers need to accomplish. They need to ensure consumers don’t become irritated by mobile advertising, but also understand that consumers prefer “online, personal interaction with brands” (Marketing Charts, 2008) and mobile internet is a very good way of doing this. Brands can reach them through various online channels on their mobile, for example through apps and social networks as well as their own mobile-friendly websites. For this reason it is important that companies create mobile-friendly websites now so that they don’t get left behind. It is so easy for consumers to browse a website, click on a product and purchase it in a few minutes. EBay has taken advantage of this by creating a shopping app as well as teaming up with PayPal offering an easy, seamless way to pay.

The main concern with mobile advertising is privacy and the amount of personal information being shared with brands, especially GPS location. Goodin (2011) discussed this in online tech publication ‘The Register’ explaining how internet radio service Pandora has been providing advertising services AdMarvel and AdMob with incredibly detailed personal data. Demographic information including birth dates were collected as well as geographic information from consumers mobile GPS and each user’s mobile IP address. These services could then be used to directly target each person who fits a specific persona.

It is extremely difficult to regulate the internet even though from March 2011 the ASA began to regulate brands websites and advertising on social network sites. This is a start and will therefore affect mobile internet advertising as content is likely to be similar. Online privacy laws state that a website has to inform a user before they sign up what data will be collected, what it will be used for, who they will share it with, if tracking cookies are used by the website and permission to send offers etc. (Adlex Solicitors, 2011). There needs to be a way of opting in or out, for example Facebook has added a privacy setting to their mobile site enabling consumers to control how Facebook uses their information, for example in relation to emails as well as users being able to opt-out of being linked to adverts that will be shown on their profiles (Melanson, M., 2010).

As the modern world progresses so the technology that it uses advances. Mobile advertising regulations are always trying to keep up with technology (MMA, 2007) but what is clear is that advertisers need to make their brand mobile-friendly so they can be interactive with consumers at any time of the day. Companies can also take advantage of the great amount of user information available to target specific groups of people as long as they are seen to be respectful with user’s personal information. Providing they are made aware about what will be done with their information before companies use it, mobile advertising can benefit everyone. 

Dataveillance; Do you know what’s really going on?

Web 2.0 means that everyone is communicating online together. As this happens it is becoming increasingly easy for companies to track our behaviour. In this new era of ‘Dataveillance’ companies are creating data-bases full of information about everything we do online; from emails, what we search for, buy and anything else we happen to look at. They are creating a digital footprint for each online user. This is one person’s view of privacy;

Online security is hugely important to consumer and take so much care when setting up online banking or shopping online. However many don’t realise that all of the information you write online are stored for companies’ benefits.

Search engines such as Google as well as social networking sites such as Facebook, Twitter and Foursquare say they are giving us free content but they are using our personal information for monetary gain. Facebook’s policies mean that they own everything posted on the site including all of your information (ref reading). As no one reads the small print many people don’t even know this is happening. This makes Facebook more attractive to advertise on than any other websites as they can show your advert only on certain pages depending on which demographics the advertiser is targeting.

The only real benefit in dataveillance for consumers is that they will only see adverts targeted to them specifically rather than random adverts which are irrelevant. Pam Horan found in her research that ‘the majority of consumers prefer to see more relevant ads’. This could mean that many consumers don’t mind that they are being targeted by advertisers. 

There are massive advantages of dataveillance for brands. Facebook makes its revenue from using the data to sell to advertisers and Twitter is planning to do the same thing in the future so it can start making money rather than operating at a loss. It not only benefits social networks but can be massively beneficial to every brand. They can reduce costs dramatically by targeting their exact audience rather than placing a banner ad on a website that will be irrelevant to many users. Companies such as Match.com can advertise on Facebook, targeting single over 40’s and put an ad straight onto their page. They can then link you to people that have the same interests through Facebook’s data as well as the data they already have. This could also be good for the consumer as this way they are more likely to find a date with common interests.

On the other hand brands could be seen in a negative light by a lot of consumers. Brands could get a bad public image if people think they are spying on them. Google admitted in 2010 that their Street View cars had been collecting personal information from non-password protected Wi-Fi networks since 2006. This was very worrying for consumers as they don’t know what kind of information that Google has.  

There is debate about whether dataveillance is ethical or not. Brands such as Facebook do say in their terms and conditions that they will use consumer’s information for targeted advertising. However many users do not read the small print and therefore they don’t realise that their information is being used in this way. I think it is important that consumers know this is happening, so governments should have some kind of regulation meaning that brands should made more obvious that they are using these techniques. I agree with Joseph Donahue who argues that if people are unaware that they are being monitored they are likely to be unaware that their information is being shared with other sources.  This means that anyone could have information about them and they don’t know it. Some states in America you can’t get married if you have an outstanding parking ticket. This is madness. How do they know all of this information about you? However in terms of online dataveillance I believe that as long as consumers are aware, it is ethical as targeted advertising can be a benefit to both brands and consumers.

Using the web to spy on digital activists

The new world that we live in with the public sphere means that everyone can have their say; people can communicate with each other all around the world. They can share comments pictures and advice about everything. People meet others through the internet which is why it is such a good tool for activists. They can find millions of other people that might want to join in with an activist movement. For example; the student protests were very much organised online. As we are the age of digital natives it is so easy for us to organise things this way.

On the other hand, as Julian Assange believes; the internet is the ‘greatest spying machine the world has ever seen’ and I agree to a certain extent. Even though this new digital age is making activism so much easier it means that it is easier for the people you are lobbying against to find out about it and stop it before it even starts. The internet, especially social networking sites is making it increasingly easier to organise activism. Many of the student protests in the UK were organised through Facebook as well as protests across the world. This year in both Egypt and Libya political demonstrations have become violent and so the government has tried to shut down many the internet focusing on social networking sites. This is all in a bid to stop activists communicating and organising public protests.


China has also been accused of tampering with the internet. There is no freedom for activism in China with Facebook, YouTube and parts of Google banned. Google has accused China of tampering with Gmail meaning that users can’t send or receive emails properly. The Guardian believes this is also as a result of the government trying to crack down on activism inspired by the events in the Middle East.

Although some, mainly communist governments watch activists online and have the power to close down sites, brands don’t have this power, nor does David Cameron in the UK. Here freedom of speech is legal, activism is not as heavily monitored online. Activism against brands isn’t harming the country so nothing is done about it.

Many people believe that ‘Clickivism’ is ruining activism. it is too easy for someone to move their mouse and click to join a petition. It is not the same and doesn’t have the same effect as actually going out onto the streets protesting. 

38 Degrees launched an online petition to ‘Stop the factory farm’. Over 60,000 people signed the petition and this was just an appeal to stop a US dairy farm from opening in Lincolnshire.

Surely this many people wouldn't have turned up if they had to actually go somewhere to sign the petition. It has become all about numbers. Even so, for brands this could mean death if they get on the wrong side of consumers. Bad word of mouth spreads like wild fire and if it is this easy for people to click for example, ‘like’ to a boycott BP Facebook campaign then companies need to be wary. 

Attack of the Cookies?

Cookies are not as scary as people are led to believe. They are just a clever little marketing tool that is designed to be helpful to you. They remember details such as usernames and passwords (if you allow them) to make it easier and quicker when logging in to websites like Facebook. Cookies can be really helpful as they can store information about a users location and can then make sure that when the user types for example ‘weather’ into a search engine, only local weather results will be shown. All of these things are designed to make your online experience more personal. 

Research from warc found that ‘65% of consumers believe targeted advertising is an abuse of privacy’ however they also found that ‘64% of consumers think advertising tailored to their individual tastes and interests is a good idea’. How can people believe both without completely contradicting themselves? 

Many people believe that tracking cookies are some kind of virus or bug that is sent to steal personal information. The Electronic Privacy Information Centre (EPIC) believes that as the online world develops the cookies are getting more advanced and ‘poses a great threat to consumer privacy’.  They believe that most of the public aren’t even aware of these cookies and what they are doing. EPIC and the Electronic Frontier Foundation (EFF) discuss the development of Flash cookies which are harder to find and get rid of. Users are not notified that they exist on their webpage and they don’t expire like traditional HTTP cookies. They are more advanced which means that if a user deletes a HTTP cookie the new Flash cookie can reinstall data that was deleted. Many groups believe this is a massive invasion of privacy. People are choosing to ‘opt out’ by deleting the tracking cookies but other cookies are re-installing the information without the user knowing. Clearly this is an invasion of privacy because the whole point of cookies is that people can opt out.

However I don’t believe that these are as harmful as people are led to believe. There are benefits to Flash cookies. They save more information about your online interests and can be really helpful. If you are watching a program on BBC iplayer it will remember the volume that you set as well as how far into the program you are. This means that if you close the web page and go back to it later it remembers your settings. You don’t have to log in, adjust sound or even find the place in the program when you stopped watching. It means that a consumer can time when surfing the internet.

I believe the benefits of cookies outweigh the negatives. The intention of cookies is for companies to find out about your interests so that they can target you with products that would be useful to you. I agree with Peter Adams who believes that people aren’t really sure what cookies are. People just presume that they are bad and don’t think about how they can be helpful. I don’t think they realise that the things that are saving them time are the things that they are against. I like that when I go to a website it has remembered my log in details and my preferences. I don’t want to have to type in my location whenever I check the weather. It is so much better that it remembers who you are and the information that you actually care about. And if you still hate cookies there are still ways to delete tracking cookies on your antivirus software, so the choice is up to you.