Author: chocogeek

Is Social Media breaking old stereotypes in marketing campaigns?

 

Whether or not a person was a consumer of beer, in decades when TV was the main vehicle of communication, he/she might be exposed to commercials of different brands of this drink. Although the content varied per the different countries or regions around the world, most of those marketing campaigns followed certain patterns to reach the

brazilian-beach
Image credit: Tania Gian

audiences. More specifically in Brazil, where it was allowed to consume alcoholic drinks in some public spaces, beer campaigns for TV commonly featured a group of male friends gathering on the beach and drinking beer to celebrate summer. While they enjoyed their time together, they looked at young women in bikinis, exposing their tanned skins.

The results of those campaigns used to reflect in the increase or decrease of sales, but it was complicated for marketers to see clearly how many of the viewers, who could be potential consumers, rejected the brand since they could not identify with the chosen content.  That was because, throughout the TV era, audiences used to have a passive role while consuming the information. So, if they disagreed with the campaign, they were not able to provide an immediate feedback for the brand managers.

 

How have brands found out that they needed move from the one-fits-all to a more diverse range of products?

With  the advent of social media, each consumer can find his/her own voice, participating in dynamic online communities and sharing opinions on a variety of subjects. By analyzing the consumers’ responses in different channels, marketers are being challenged by the fact that many people might not identify with the stereotypes created in campaigns such as the beer’s advertisements described before.

Brands have been adapting their products to this new scenario and a recent campaign that called my attention belongs to the Brazilian beer Skol. Breaking with clichés, the campaign Skolors features natural looking people of different ethnicities and physical characteristics. Playing with image compositions, the video for the campaign delivers the message that colours are metaphors of the uniqueness of each consumer.

The change in consumer behaviour, which can be measured through social media channels , showed to some brands that they needed to update their marketing approaches to avoid wasting opportunities of growing.

In this sense, the campaign Skolors captured the main aspect of the contemporary society, which is its composition of individuals that assume and enjoy being themselves rather than trying to fit in imposed models. The choice for diverse characters was an effort to disassociate the brand from the cult of the body lifestyle and the sequence of images means people can interact in different ways than old standards.

The characters in the campaign are symbols that renovate the brand. And the new products are launched with a message informing that consumers have the choice of buying Skol beer in cans of different colours that match each one’s skin, which means every person’s intrinsic characteristics.  

 

 

Learning to code can be fun!

Looking for a fun way to learn coding?

How about trying  the  code.academy? In this website, you can find simple exercises and activities like the one illustrated below:                                                                                                           Badge_animate your name

However, if you are interested in learning programming or a specific language, it’s also possible.

You can choose the level according your ability and knowledge. When you reach important points of the lessons or complete the courses, you’ll be given badges such as the following pictures:

25 exercises in JavaScript 2015-11-11 2015-11-11 (3) 2015-11-11 (1) 2015-11-10

Another good thing about this online learning tool is that it is free.

Hope you enjoy learning to code!

Building a personal brand statement.

If you have ever developed a personal brand statement, you must be familiar to its purpose of delivering a concise and effective message that describes your strong skills and expertise.

In this post, I will share with you what aspects I considered relevant to build my personal brand statement. Firstly, I asked myself some questions:

  • Among the skills I’ve achieved, which of them are relevant to appear in the statement?
  • Do the skills represent my passions as well?
  • How can I use them to help people?

As I have been exploring new means of communicating my ideas, I decided to find a way to explain how I could use my previous experience in the field of design and the new skills I am building  not only to deliver modern solutions but also to present them through up-to-date tools. Respecting the need of summarizing the information, I avoided explaining each area of expertise. Instead, I preferred to say how their combination addresses a need.

I especially considered very important to emphasize how I can help people. That is because I believe that my personal brand statement should not just be limited to the unique way I can contribute to the society but, actually, it must show how I would create different solutions, addressing each case as a unique opportunity to evolve.

As a result, I developed my personal brand statement:

I combined my passion for creative activities, ranging from hand drawing to digital tools and video making, and my knowledge in architecture and science to help people envision solutions that will improve  the environments where they live.

Information, Interactivity, Interoperability and Advertising in the digital environment.

The transformation of our behavior and methods of work into digital processes was possible due to the invention of the World Wide Web. Improved by technological development that enabled the users to easily access web content, it became the Web 2.0, also known as the “participatory web”.

Platforms such as Facebook and Google+ allowed the creation of communities that share interests and interact differently from the traditional social organizations.

The large amount of information that we produce and software we use are no longer stored on servers or hard drives but they are hosted by companies that we refer as “in the cloud”.

However, making the information available in the cloud might not be entirely useful if we could not access it from our different devices. A high level of “interoperability” (Palfrey and Gasser, 2012) is the answer to the demand that expects their devices interact each other by sharing data and running software.

The easy access to information on the web, the possibility of online interaction and the interoperability brought benefits since their combination produces a more efficient flow of information through interconnected systems, communities and devices.  That increases people and businesses’ productivity, streamlines processes and promotes creativity.

On the other hand, the digital era also introduced challenges such as the excess of information to be managed, the concerns about personal safety on the social media and the risk of losing security and privacy in the interoperable systems. Besides, users’ data are traded by companies such as Facebook and Google so the advertisers can match their products to the right audience.

The development of more effective and safer ways of managing the information, the transparency of the design of the social media and the optimization of the interoperability are expected improvements for the web in a near future.

Who is tracking your Web surfing?

Are you curious about what happens behind your Internet surfing?

If so, take a look at the graph below that shows a twenty-minute internet session on the Mozilla Firefox browser.

Lightbeam picture_cropped

It is a screenshot obtained using the add-on Lightbeam, which records both the visited websites and the third-party websites that were tracking this internet navigation. The numbers revealed that, after visiting 14 websites, 276 third-party websites were following the online search. If you also record your internet session, you can see the name of the third party websites by hovering the mouse pointer  over their symbols or clicking on the list, available on the left bar.

If you look at the symbols, the circles represent the visited websites and the triangles, the third-party websites, which were tracking the session. They are serving companies that recruit advertisers and manage the ads for the publishers.

The purple lines represent the tracking cookies, which can be stored for third-party sites to serve advertising material embedded in commercial sites, keeping information such as the visited websites and the viewed products. For example, when you press the Facebook like button in a website, it might set a third-party cookie that can be read by Facebook. That will make it possible for the advertiser to retrieve the cookie information when you are visiting another site with related advertisement, served from the same third-party site.

This digital arrangement may bring concerns about security, but, as cookies are small text files, they cannot execute files, scan your computer or find your personal information in your hard disk. They just work as keys to enable the websites to recognize you as a returning visitor and offer you customized pages. If you don’t want this kind of service, you can disable your browse for cookies and remove the permanent ones from the hard disk.

Despite this clarification about the role of the cookies, it’s important to remember that they indirectly provide to external parties information about your behavior, interests, and lifestyle. So, always be sure you are on a safe internet connection and be careful about the reliability of the websites you are visiting. Remember the graph shared on this post and look for a balance between the freedom to surf on the Internet and how much you would like to be noticed in this increasing digital world.