AR: Marketing’s Next Big Thing?

“That's really cool!” or “Wow!”  is the type of thing that people tend to say when they see augmented reality. But for marketers, the question is if it's something they should be using. For most, the answer has been “not yet.” But perhaps they should be reconsidering now.

According to one report, only 25% of marketers are interested in using augmented reality, and only 7% say they do use it. That's probably because, despite its impressive effects, it is somewhat limited at present.

But that should change when Apple comes out with an AR empowered device, something it is reportedly working on right now: “Hundreds of engineers are now devoted to the cause, including some on the iPhone camera team who are working on AR-related features for the iPhone."

Though people have achieve AR effects on an iPhone since the 2009 iPhone 3Gs, that was limited to a novelty feature that Yelp snuck in. In this video,  Jennifer Grove demonstrates how she launched Yelp's Monocle, which she characterizes as “kind of the coolest things I've ever seen on my iPhone.” 

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What Apple's AR Venture Means for Marketers

Seeing stars

As the text below says, this is the second time the writer is contacting me asking me to do him the favor of posting an Amazon review of his book. Notice, he never asks me to read it, and he certainly doesn't offer to send me a copy to make sure I have access to it in order to read it and review it. On the contrary, he says, the favor he requires would take a mere 30 seconds. Now, I'm a fast reader, but not that fast. It would take me at least an hour to read even a very short book, and I believe I have no business reviewing a book I have not read.

Lest you think that I'm misrepresenting the request, I've copied the email in full. In light of this unwitting disclosure, one should add more than the usual number of grains of salt in assessing how accurate the starred reviews are. It's also interesting to see how the author plays into all the persuasive tactics to get someone to feel good about bestowing a favor while in effect playing into a lie.

I could really do with your help Recently I emailed about my attempt to get some reviews for The End of Certainty, on Amazon. The response was incredible and I now have 48 reviews. I really was humbled by the response and can't thank you enough. I do however have one last request. If you weren't able to give me a quick review last time, just pressing the 5 star button would be enough, then please please help out now and do it. Amazon has a rule that it starts promoting books that get at least 50 reviews. As a result I'm tantalizingly close to getting on their list. Just a few more reviews is all I need. Below is the email I sent before, to help jog your memory on all this. The End of Certainty has been doing quite nicely since I published it, and many of the people who've read it have said extremely nice things about it. Over 25,000 people have copies. The success of it has amazed me. However I have a problem and I could really do with your help. It seems the Millennials are all fantastically good at the social media world and as a result they like and review lots of materials. However my audience is people like you. You're older than your average millennial, and as a result don't feel so obliged to get involved in the whole scoring and reviewing stuff. I understand, because frankly, I think the same way. However it's causing me a problem, which I hope you can help me with. To get the Amazon AI  to notice the book, and therefore get it to a wider audience I need to get over 100 reviews. These don't need to be in depth reviews, something as simple as, it was interesting, or simply giving it a star rating is enough. You'd be doing me a huge favor by getting involved. I just need 30 seconds of your time. Because of the odd way Amazon works, US reviews show up in the UK Amazon store, but NOT the other way around. As a result putting the review, or giving it a star rating on the US Amazon Store would make a huge difference to me. Thanks again for your support, it really does help. Please click here to go to the correct page on Amazon

IoT security guidelines

Hello Barbie, one of the connected toys that raises secuirty concerns

The IoT Security Foundation is a "vendor-neutral, international initiative aspiring to be the expert resource for sharing knowledge, best practices and advice." Those resources include the best practice guides, one of which is "IoT Security Compliance Framework." The first version of the framework covers consumer products and markets, but future iterations will cover several other categories, such as medical, automotive and critical infrastructure.

"The IoT is the next evolutionary wave of the internet and, with dwindling costs of technology and low barriers to entry, new products are flooding the market," declared John Moor, managing director of the IoT Security Foundation. The internet of things extends to all kinds of new wearables, as well as connected appliances and smart toys.

The toy category has already raised data privacy concerns, but all types of businesses have to think about privacy issues when designing anything that connects to the internet. What is first hailed as "the 'internet of treats,'" Moor explains, can easily develop into "the 'internet of threats' if these new products do not have sufficient security capabilities."

The question is, What is sufficient security? That's a question the framework seeks to answer with a checklist for users.

- See more at: http://www.baselinemag.com/innovation/internet-of-things/building-a-framework-for-iot-security-compliance.html#sthash.WPkYNvNz.dpuf

A virtual assistant you can bank on

In early 2016, SEB, one of Sweden's largest banks with a presence in 20 countries around the globe, started integrating Amelia, an artificial intelligence (AI) platform from IPsoft, into its help desk. Amelia is represented by a blond female avatar and is always referred to as "she" rather than "it."

The artificial intelligence platform is built on semantic understanding, which enables Amelia to interact with users through natural language to determine what actions to take in order to answer a question, fulfill a request or solve a problem. She is also designed to learn through observation.

At SEB, Amelia serves as a customer interface with automated interactions that can scale up to meet expanded support needs. "The driver is to find a way to improve the experience for our customers," explains Mikael Andersson, the bank's IT strategy transformation lead.

- See more at: http://www.baselinemag.com/innovation/banking-on-ai-to-offer-better-customer-service.html#sthash.Mk05GLW5.dpuf

Voice powered shopping

Like the captain of the Starship Enterprise, we too can now ask a computer for information by talking to it. We can even order tea, Earl Grey, though maybe not at the preferred temperature just yet. As voice activation is being directed toward shopping, there are new opportunities for marketers to explore.

With Siri, Cortana, Alexa, or the Google Assistant available, voice activation and queries have become an integral part of smartphones and smart home technology. According to Thrive Analytics, voice search among smartphone user hit 65 percent in 2015 in the US. That's more than double what it was just two years before, which indicates a very rapid rate of growth. The voice control option is also growing  among users of smart home products. 

Taking note of this trend, Google is now nudging its Google Home customers to start using their voices for shopping. It recently announced that Google Assistant could not be used by people with Google Home to order a variety of products from over 50 participating Google Express retailers. 

Read more in OK Google Goes Shopping

Shining light on the dark side of big data

Does the shift toward more data and algorithmic direction for our business decisions assure us that organizations and businesses are operating to everyone's advantage? There are a number of issues involved that some people feel need to be addressed going forward.

Numbers don't lie, or do they? Perhaps the fact that they are perceived to be absolutely objective is what makes us accept the determinations of algorithms without questioning what factors could have shaped the outcome.

That's the argument Cathy O'Neil makes in Weapons of Math Destruction: How Big Data Increases Inequality and Threatens Democracy. While we tend to think of big data as a counterforce to biased, just decisions, O'Neil finds that in practice, they can reinforce biases even while claiming unassailable objectivity.

 “The models being used today are opaque, unregulated, and uncontestable, even when they’re wrong.”   The math destruction posed by algorithms is the result of models that reinforces barriers, keeping particular demographic populations disadvantaged by identifying them as less worthy of credit, education, job opportunities, parole, etc. 

Now the organizations and businesses that make those decisions can point to the authority of the algorithm and so shut down any possible discussion that question the decision. In that way, big data can be misused to increase inequality. As algorithms are not created in a vacuum but are born of minds operating in a human context that already has some set assumptions, they actually can extend the reach of human biases rather than counteract them.  

“Even algorithms have parents, and those parents are computer programmers, with their values and assumptions, “Alberto Ibargüenhttps://www.knightfoundation.org/articles/ethics-and-governance-of-artificial-intelligence-fund,  president and  CEO and of the John S. and James L. Knight Foundation wrote.  “As computers learn and adapt from new data, those initial algorithms can shape what information we see, how much money we can borrow, what health care we receive, and more.”

I spoke with the foundation’s VP of Technology Innovation, John Bracken about its partnership with the MIT Media Lab and the Berkman Klein Center for Internet & Society as well as other individuals and organizations to create a $27 million fund for research in this area. 

The idea is to open the way to “bridging” together “people across fields and nations” to pull together a range of experiences and perspectives on the “social impact” of the development of artificial intelligence. As AI is on the road “to impact every aspect of human life,” it is important to think about sharping policies  for the “tools to be built” and how they are to be implemented.

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Algorithms' Dark Side: Embedding Bias into Code

V is Video Marketing for Valentine's Day

The National Retail Federation estimates that consumers in the U.S.  will spend $18.2 billion this Valentine's Day. Large though the figure may appear, it's actually down from last year's record high of $19.7 billion. It works out to an average of $136.57 per person. The bulk of it, $85.21, is earmarked for one's romantic partner, and the rest is divided among parents and children, teachers or classmates, friends, pets, and coworkers.

Though gifts of jewelry, flowers, chocolates, and dinners out, still make up the bulk of anticipated spending, there are also other options considered, particularly in light of the expanded categories for recipients of gifts on this holiday. And that means expanded opportunities for marketing around the holiday. The medium of choice for many marketers is video, because of its reach, its engagement, and the metrics on both.

photo from https://www.goodfreephotos.com/albums/vector-images/arrow-with-heart-vector-clipart.png

read more in Why Marketers Heart Video for Valentine's Day