MAD Perspectives Blog

Digital Marketing Just Got Smarter

Peggy Dau - Wednesday, October 23, 2013

The mantra for any marketer is attract-acquire-retain. With twenty years of large scale internet advertising and marketing behind us, we are still trying to figure out the best use of content and channel to convert window shoppers into actual customers. As new marketing technologies and platforms emerge to help businesses manage and optimize their shrinking marketing budgets, these same businesses are challenged to figure out which tools can help them manage websites, manage digital assets, optimize content and its use, validate context, measure reach, and analyze the ever increasing volume of data.

The good news for marketers is an expectation of increased digital marketing budgets. Gartner’s 2013 marketing spend survey indicated planned increases in 2013 to marketing spend on e-commerce experience, social marketing, content creation & management and mobile marketing. Perhaps more interesting is the rise of what Gartner calls the Chief Marketing Technologist. This is acknowledgement that marketing has become more science than fluff. The accessibility to and the analysis of data from internal and external sources is changing the face of marketing.

Web content management, marketing automation, social media monitoring, inbound marketing platforms – they’ve all emerged and become increasingly sophisticated to address a company’s need to make fast, smart decisions about what content to create, where to place it and how to respond to customer needs – now clearly and eagerly shared via social networks. The choice of technology is overwhelming, with solutions from small niche solutions to large integrated marketing platforms.

And now there is a new player, but are they really new? Yes, that’s Hewlett-Packard the IT behemoth best known for printers, PCs, servers and various enterprise solutions. They announced the HP Digital Marketing Hub last week.  It's based on the rather amazing assets that HP acquired via Autonomy, in 2011.When combined with HP’s existing technologies for real-time big data analytics, the HP Digital Marketing Hub provides marketers with a unique capability to create a personalized customer experience. In the spirit of full disclosure, I am a former HP employee. While we all agree that HP overpaid in its acquisition of Autonomy, they did actually acquire some very smart technology that delivers actionable data to marketing teams.

Marketing craves any data related to a customer’s interaction with a vendor. These volumes of structured data are found in CRM, customer support, trade show and other databases. However, unstructured data derived from online and social interactions, is equally if not more important. This unstructured data provides context to the structured data, revealing sentiment, influence, velocity and preference. When combined, marketers can make intelligent decisions about what channel (web, mobile), what content (banner ad, microsite, webinar) or what device (PC, tablet, smartphone) should be used to improve conversion rates. 

HP’s Digital Marketing Hub which integrates and exchanges data from HP Teamsite (content management), HP MediaBin (digital asset management), HP Optimost (multichannel analytics), HP Explore (multichannel discovery) with data from partners (e.g., BlueKai, Kenshoo, ExactTarget). The data analytics capabilities of HP IDOL and HP Vertica to determine how to best engage with customers. The Digital Marketing Hub uncovers the behavior, attributes and positioning of customers, using customer specific data, to make recommendations for marketers to best target and engage with them. The ability to combine structured and unstructured data, provide real-time analysis and tangible recommendations requires heavy lifting and is, of course, technology dependent. This is why HP is in this space. They "get" technology, own the required intellectual property, deliver the relevant infrastructure in the cloud and know how to apply solutions to solve customer challenges. It's interesting, HP has never been know for it's marketing prowess, yet they may actually have the integrated marketing solution that will provide game changing insight.

Marketing has always been data driven. However, the challenge has always been what to do with all that data. It’s not enough to generate reports. It’s about what, how, when where and why to use content to attract, acquire and retain customers. The HP Digital Marketing Hub addresses some of the biggest problems facing marketers - analyzing all that data, figuring out where, when & how to engage, and converting browsers into shoppers. To paraphrase HP's catch phrase, it will be interesting to see how the HP Digital Marketing Hub creates better outcomes for businesses.

What’s your perspective?

Disrupt the Intermediaries Measuring Your Audience!

Peggy Dau - Monday, October 14, 2013

The world of TV audience measurement has been the realm of Nielsen for ages - at least in the US. Now Twitter is hailed as the winner of the Social TV battle (did you even know there was a battle?) because Nielsen and other pundits can show a correlation between the volume of tweets and ratings of a show. But are these measurements valid?  And why is it assumed that second screen engagement must occur via an existing social network. Wouldn't a content producer like to engage directly with its audience and measure their sentiment in real-time? Yes, it is time consuming to manage that engagement. Yes, it requires planning, budget and talent to make that interaction meaningful, but isn't that the point?

I was fortunate to have a chat with Khris Loux of Echo whose engagement platform allows real-time audience interaction with TV shows during the broadcast of that program. This real-time social experience provides the audience with data, chats, games and incremental show-related insight. The platform allows content producers to brand the engagement and own the interaction, even as social streams such as Facebook, Twitter, Pinterest, Quora, etc. are ingested, filtered for relevance and integrated into the branded online destination. With Echo's platform (or solutions from competitors such as IntoNow, ConnecTV, TVPlus or MagicRuby), content producers own the registration and individual users can establish their parameters for content sources and content relevance. The power for the content producer is in understanding the type of content consumed and the level of engagement pursued by each user.

Second screen platforms that allow brand extension in addition to engagement provide much deeper insight into fan opinion, needs, influence and sentiment. With their position as a industry thought leader, Nielsen could interact with these platforms to capture and measure the level of engagement across these platforms. This gives them ability to provide ratings with context; that were representative of and audience engaged enough to register - rather than estimating ratings based on a smallish number of black boxes or tweets from an audience that may be missing some key constituents.

It's time to makes sense of the data provided by Nielsen, Twitter, Trendrr and others. It's time to engage with the audience and understand who they are and why they engage (or not) with a program!

What's your perspective?

Just Your Ordinary DAM

Peggy Dau - Wednesday, October 09, 2013

I moderated a panel at the Createsphere DAM Conference in New York on Monday.  The panelists were a superb team of individuals who have been working in the DAM/MAM space for decades. Their combined knowledge highlighted issues for DAM as a horizontal solution application across all industries, yet called out some of the unique challenges faced by broadcasters and advertising agencies.  Some key takeaways:

When selecting a DAM:

  •  - Before ever pursuing a vendor, Identify the workflow and how it touches different users within your company or outside your company. Knowing how users will utilize the system, what roles and responsibilities they will have and how they will be accessing the system will influence specifications and requirements.

 - Only move forward with organizational buy-in and commitment at all levels. Even if your executives are gung ho for a new DAM, if the users don't understand and support how it will be used, even the most elegant implementation will be a failure.

 - Vet your vendors extensively. Once you are investigating vendors, look beyond their feature/functionality. Review their SDKs, APIs, support T&Cs, implementation model and more. A vendor isn't sufficient, they must be engaged as your business partner.

 - Gain an understanding of the standards that are relevant to you needs and/or industry. For example, FIMS (Framework for Interoperability of Media Services ) has become a standard simplifying vendor selection as well as implementation and integration of technologies and systems at all points along the media workflow, including DAM solutions. 

 - Think global - when establishing your metadata model and taxonomy as well as when buying assets. Terminology and language are not consistent worldwide. Nor are rights.

Once you are ready for implementation:

 - Communicate, communicate, communicate! The implementation should be pragmatic, delivering functionality in stages. It is not realistic to deploy a large, complex solution, that touches multiple points in the organization and integrates with many existing systems, all at once. Communicate about what will happen when, the benefits associated with each phase of the implementation and how users will be impacted. If storage systems are being centralized, make sure users understand how to store, search and retrieve assets.

 - Training. it is not enough to only provide vendor training. Use cases should be developed that align with users existing environment and projects. Of course vendor input is useful, and necessary. However, users will more readily adopt new processes if they can easily associate the functionality to current workloads.

 - Be prepared. Has there every been a implementation or integration that did not have issues? While in the planning phase, consider the dependencies that may influence successful deployment. Even if a problem occurs, at least solutions and alternatives will have been considered.

Selecting and implementing a DAM system, regardless of vertical industry, is complex! Learning from the experience of others is beneficial. Our experts, Wesley Simpson, Irina Guseva, Cyndi Parrish, Tony Gill and Rob Schuman shared best practices, keen insights and solid recommendations - delivered with a high degree of professionalism and a modest degree of humor!

What's your perspective?

Monetizing Social Media

Peggy Dau - Monday, September 23, 2013

Everywhere we turn there is news about social media. Whether it is the rise of a new social network, an "old" social network going public, the business model for social networks or the ROI an organization can achieve from using a social network. It is perhaps this last point that is the most critical for companies adopting social media as a means of connecting, communicating and engaging with their customers. Nowhere is this more challenging than in the B2B space. However, perhaps the challenge is not in using traditional online metrics of success such as click thrus or consumer social media metrics such as follows. I would argue that the ROI comes from the value of the data now available and how that data is turned into strategies or tactics that deliver measurable results.

I attended Datasift's Social Data Week Conference in New York last Friday. As you can guess from the name, it was all about Social Data. After all, this is Datasift's business. They provide the platform that discovers, aggregates and presents data found in social networks. My key takeaways reinforced some thoughts that had been bubbling since I began work with a new client, TrueVoice, several months ago.

1. Context is King.  Yes, we still need great content. But, the key to monetizing social media comes from understanding the context in which your customers are updating or sharing content online. Are their comments in response to a problem with your product or service, have they been delighted by their interaction with your company or are they sharing your content with others. Or, have they been influenced by another customer, industry thought leader, or peer?

2. Data is a challenge. Capturing, aggregating, analyzing, translating and optimizing social data presents challenges in terms of human resource as well as budget dollars. There are many platforms to monitor and present data. They can provide a lot of insight, if they are programmed effectively. By this, I mean the act of establishing keywords and a series of modifiers that collect the data you really want and that filter out the "dirty" data. Imagine you are Hewlett-Packard (my business alma mater). Most of us know that HP is their accepted name for every day use. However, hp can also stand for horse-power or the steak sauce. I'm sure the social media strategists at HP have invested a significant amount of time establishing the filters to eliminate irrelevant data in their social media monitoring efforts.  Assuming your business has the right resources to filter the data, are they also the right resources to interpret and activate a program using the data? Again, if so, you have answers that will help your business achieve its goal.  

4. Data is an answer. It's not the only answer, but it provides a better understanding of your customer base that other market research techniques. It reveals passion and intention in how individuals post and make updates. In pursuing social data, organizations must not only focus on the tools to capture the data, they must believe that they will discover something relevant. Something relevant doesn't always mean data that supports existing theories, it could be data that uncovers a new opportunity.

The key to incorporating social data into your strategies lies in trusting the wisdom of your customers. When they are social, they are authentic, immediate and transparent. We already know that the opinions of our peers and business colleagues ranks highest when making buying decisions. Why not leverage those same opinions when figuring out how to monetize social media for your business. Monetization does not have to be a direct correlation. The value of social data is in how it is utilized as part of a greater business strategy. It can help validate, redirect, uncover or optimize your strategies for sales, marketing, innovation or support - and these are the dominant areas driving revenue in any business.

What's your perspective?

Media. An Industry Drowning in Data

Peggy Dau - Thursday, September 19, 2013

I've just returned from the International Broadcaster Convention in Amsterdam. This event serves the community of professionals creating, managing and delivering entertainment and news content around the globe. Like other industries, broadcast and media companies are talking about big data. And, like other industries they are figuring out what big data means for them. Data serves a variety of purposes in this industry. There is data everywhere - it describes content, subscribers create it, technologies generate it, store it and analyze it. But who or what recommends what to do with it?

As i spoke with vendors and consultants, the topic of big data arose many times. Everyone agreed that the term "big data" was overused due to its adoption by just about every vendor. But big data does not mean the same thing to everyone. For content creators, its about associating the right metadata to ensure efficient workflow, editing, distribution and monetization. For storage companies it is about their ability to physically store both data and content efficiently and effectively, which means they must implement and provide storage management solutions. TV service providers and OTT vendors use data to enable content discovery and to exploit the needs of their subscribers. Advertisers depend on it when making media buys. The Second Screen is providing real-time audience data that is driving ratings and extending the story arc. These are just a few examples of data use within the industry - there are many, many more. 

With these examples in mind, it is evident that big data is a big deal for media and entertainment. There are many tools and platforms to capture and analyze the data. The challenge remains in how to use the data to initiate actions that benefit the organization. A key element of data capture is understanding why the data is needed. This can help in the filtering and analysis of data from one or many sources. Once the data has been aggregated the challenge is to interpret or translate the data into defined actions. Of course, those actions should be aligned with the original intent in collecting the data.

How is your organization using all the data it is collecting? Has it helped you identify new business opportunities? Or has it revealed new product innovation? How about subscriber insight for developing new content (think Netflix!)? Data is a source of validation, discovery, insight and most importantly, competitive differentiation. Consider your goals and then think about what big data can do to help you achieve them. It requires more than tools to collect it, or store it, or analyze it, or report it. It is criitical to define purpose of the data, collect the right data and translate that data into a tactical set of actions to achieve the goal. 

Don't drown in all the data! 

What's your perspective?

TV's Perfect Storm

Peggy Dau - Monday, September 09, 2013

There is a growing conversation surrounding the value of social intelligence. Altimeter defines social intelligence as "insight derived from social data that organizations could use confidently, at scale, and in conjunction with other data sources to make strategic decision". It is the natural progression from social media marketing, social media monitoring and social media analytics. This intelligence reveals audience segments along with contextual understanding of customer likes and dislikes - providing brands with tangible actions to pursue. In short, it validates the investment in social media for companies.

When considering social intelligence related to the TV industry, it is no wonder that Social TV and Second Screen apps are attracting a lot of attention. This is an industry in a constant state of change. Today this change is relevant to cord cutting, an increasing OTT audience, network battles with distributors – as well as a back-office technology evolution away from proprietary products. Today, the incorporation of social data into business planning is marketing centric. It is centered on defining the right message for a specified audience via an agreed upon channel. In the not too distant future it will be used to influence product development, mergers & acquisition, innovation and public policy.

The back-end of the myriad of Social TV and Second Screen platforms or apps is firmly entrenched in the cloud, providing a combination of both flexibility and stability for digital strategy teams. Cloud-based solutions provide ease of access to content, social networks, content management systems and historical and real-time data while reducing infrastructure costs even as providing scalability to address peaks in audience engagement.

The early impact of Social TV has focused on content discovery and audience engagement. The interesting side benefit (or perhaps this was the goal all along) is the volume of data that allows content producers to enhance their storytelling while improving the ROI to advertisers. Studies show that second screen ads running simultaneously with TV commercials improve audience recall of the brand. Additionally, the data can reveal key insights as to audience likes and dislikes that will help in the ad targeting.

It is the volume of real-time data that is the essential value of Social TV. Understanding the reaction, intention, sentiment and action of an audience provides producers, distribution channels and brands with clarity and insight that will be used to shape future programming and business models. It is easy to understand why Twitter is being hailed as the early winner in TV-related real-time data, even if Facebook allegedly has 5X the volume of data. With Twitter’s open broadcast model (meaning all tweets are public), plus its acquisition of Trendrr, Twitter has the capability to provide immediate feedback as to trending topics. However, their model currently does not allow a program to curate, manage and fundamentally brand the social conversation. This is the benefit of second screen platforms such as GetGlue, IntoNow, Zeebox and others.

While the future of Social TV is still fuzzy the opportunity is still compelling. Thanks to the adoption of smartphones and tablets – and a natural predilection for multi-tasking, audiences are comfortable with a comfy lean-back entertainment experience that also allows them to easily seek and find complementary content related to the program they are watching. In fact, from an information finding perspective it is irrelevant if the content being watched is live or on-demand. However, from a community engagement point of view, live viewing is a requirement for enjoying real-time interaction with like-minded fans.

Social TV and Second Screen are creating the perfect storm, where social, mobile, big data and cloud are coming together to allow a new type of TV viewing experience that will change the face of content consumption forever. The question remains as to whether the second screen platforms provide a relevant service and business model for content producers, or if the pervasive social networks such as Twitter or Facebook are the best option for attaining both critical mass and the all important audience data. And, if this is the case – does this represent an incremental revenue model for Twitter and Facebook? Social Intelligence is the key and whichever platform can provide the best, most relevant insight - in additional to augmenting the storytelling process, will be the winner.

What’s your perspective?

Managing your Exposure on LinkedIn

Peggy Dau - Tuesday, August 27, 2013

As we return from summer holidays, get the kids back to school and kick start our Q4 efforts to surpass goals set in the earlier in the year, now is the time to take advantage of LinkedIn. As a big fan (and investor) of LinkedIn, I follow the enhancements and advise clients on how to optimize their use of the social network. While LinkedIn has a very high membership within the business community, there are still those who are skeptical of its value. Or, they feel it is only for those who are job hunting. Or, they are not interested in being highly visible due to the nature of their job.  In any case, here are a few tips to help you manage your exposure on LinkedIn.

Privacy Settings is the area within LInkedIn where you can manage your visibility.  It is possible to control what kind of updates your network can see, select who can see your activity feed (although if you are shy or private, you may not use the activity feed at all), define what other members see if you check out their LinkedIn profile, manage who can see your connections and how others can contact you.  

For example: If you do not want everyone to see that you are updating your profile (e.g., adding skills, changing your picture, etc.), do the following:

  1. Login to Linkedin 
  2. On the HomePage, hover over your picture in the upper right hand corner
  3. Click on Privacy Settings
  4. Click on Profile in the lower left hand corder
  5. Click on Privacy Controls
  6. Click on turn on/off activity broadcasts
I've heard mixed reviews of endorsements and have a mixed opinion myself. I don't believe users understand how endorsements work and tend to click randomly, thus not telling the true story of a users skills. If you are not a fan of endorsements:
  1. On the HomePage, hover over profile and click on edit profile
  2. Scroll down to Skills & Expertise
  3. Click on the pencil icon
  4. click on the green check in the upper right hand corner
  5. Choose "do not show my endorsements"
On the other side of the coin, perhaps you see too many updates from your connections. LinkedIn makes it easy for you to manage your view of these updates.  
  1. On the HomePage, hover over your picture in the upper right hand corner
  2. Click on Privacy Settings
  3. Click on Account in the lower left hand corner
  4. Click on "customize the updates you see on your home page"
  5. Decide and click on the types of updates you are interested in seeing
Or perhaps, you are trying to understand why and what ads are appearing:

  1. On the HomePage, hover over your picture in the upper right hand corner
  2. Click on Privacy Settings
  3. Click on Account in the lower left hand corner
  4. Click on "Manage advertising preferences"
  5. Select the your preferences and click Save Changes
As you can see Privacy Settings is your place to define how others see you and what you see when using LinkedIn. The topics above are those questions that have been raised most frequently as I'm chatting with friends and colleagues. The bottom line, your profile is YOURS. Tailor it to your needs and follow your gut instincts as to the level of exposure you desire.

What's your perspective?

No Cure for Data Addicts

Peggy Dau - Monday, August 19, 2013

Addiction. It has a negative connotation, yet every industry has the same addiction. We live in a data driven society where every action must be justified by numbers that support investment, change, penalty, promotion, success, failure - you get the picture. When was the last time you your day did not rationalize a business activity  without dependent numbers? It's no wonder that big data is enjoying such growth. With a mentality reinforced by friends, colleagues, management, wall street and even the federal government, we seek numbers to support every decision we make. But, do these numbers really provide the "fix" we crave?

It's Monday, so that means we are measuring box office success of the latest movies. Just in case you missed it, "The Butler" was considered a success, coming out of its opening weekend with revenue of $25M, against a cost of $30M.  On the other hand, "Jobs" is considered weak on opening weekend earnings of $6.7M against a budget of $12.7M.  At the same time Trendrr, the television engagement tracking service, shares that NBC Sports investment in Premier League Soccer is a success - at least for this week - taking the number one and two spots as related to social volume. What do these numbers say to you? Do they influence your desire to see these movies or programs?  Probably not, but, they validate investment in actual production, acquisition of rights or advertising.

Why do we collect the data and analyze the numbers? Because they are an attainable metric that shows progress against stated or unstated goals. There is a lot of attention being paid to social media measurement or the ROI of social media. The original measures of success - numbers of followers, tweets or likes, do not provide a tangible return on investment. But they do provide an indication of consumer interest. The thing to remember about numbers, is that they are only accurate in retrospect. You cannot reveal a number until an action or many actions have occurred. The bigger question is if these numbers can be a predictor of future success or failure.

The financial services industry has been using sophisticated data-based models for years in its attempt to improve investor return. Technologists are using and modifying equally sophisticated algorithms to monitor and measure social media activity - also with an eye toward predicting the best channels through which businesses can engage their customers and ultimately increase revenue. In all cases, the next wave of investment is to bring context to all of these numbers. I've written about the importance of context in social media monitoring, and filtering of "dirty" data. Natural language processing continues to advance with an understanding that prescriptive analytics is the next phase of big data investment.

For all the attention to customer data, there is also an increasing number of internal data available to businesses. Whether this is related to supply chain, sales, research & development, content management or financials, this is the data upon which the business relies for ongoing performance. Social technologies do exist behind the firewall and changing the ways corporations connect and collaborate across geographies, business units and other corporate silos. The McKinsey Global Institute has already stated that there is $1 Trillion in value that corporations can create through the use of social technologies. The question is how businesses define what that value looks like and how they create it.

Context will be increasingly important as big data, cloud, mobile and social all come together to provide data and numbers like never before. What does this mean for business? It means smarter, yet more complex content management systems, technologies to capture, integrate and analyze data from an increasing volume of sources and devices (think big data + social media monitoring + machine-to-machine) and the emergence of  consultants to help business make sense of all the data. Rather than seek rehab to overcome this addiction to numbers, we will continue to feed our addiction through creation of tools and processes to attain even more data.

What's your perspective?

Hey Big Data, Don't Forget We're Human!

Peggy Dau - Tuesday, August 06, 2013

Every where you turn, there is more data. Social networks provide data revealing consumer likes and dislikes (and it would be nice if Facebook created a thumbs down button!). Analytics firms promise to crunch this data and provide insight to drive sales, marketing and product strategies. Netflix produced "House of Cards" based on its analysis of their subscriber data. That success led to them to produce new episodes of "Arrested Development" and "Orange is the New Black" - neither of which has had the same impact as House of Cards. So, is that data really as revealing as we think?

As always the devil is in the details. While the data itself can highlight trends it also includes a lot of "noise". By this I mean that is hard to sift through the incredible volume of data to find the meaningful insights that can influence meaningful actions. Companies, large and small, are looking to data to help them improve their business. Whether it is to reduce the cost of doing business or to drive an effective product launch, companies must rationalize their decisions. Data is the key. It is tangible. It cannot be disputed. Or, can it?

The interpretation of data requires more than analytical tools. It requires an understanding of context. How many times have we read quotes or seen video snippets that infer a meaning different than what the speaker intended? It is the same with analyzing data. Structured data is easier as it is typically machine driven data, derived from content stored in databases. Unstructured data, such as that found in social networks, blogs, audio or video files presents new challenges. Often this data reflects thoughts that are a reaction to other content. Understanding the relationship between these different types of data is critical to gleaning the most relevant insight. As Colin Powell once said "Experts often possess more data than judgement."

So how do we apply judgement to analysis of structured and unstructured data to guide strategies, tactics, actions? We don't leave it solely to data collection tools or data analysis programs. We remember to use our common sense and intelligence when looking at the data. Yes, filtering that data is hugely helpful and the tools that can help with that sifting are big time savers. But individual or group knowledge cannot and should not be neglected. It is this insight born from experience that drives innovation, creativity as well as pragmatic action. As your business incorporates social data, subscriber data and other big data into its planning and decision making processes, don't forget to be human and remember there are humans on the receiving end of those decisions who can make or break your business.

What's your perspective?

Convergence Creates Opportunities

Peggy Dau - Monday, July 15, 2013

Any time industries converge new opportunities arise. Nothing surprising about this. As TV consumption continues to shift towards viewing on mobile and tablet devices, opportunities arise all along the value chain for managing, delivering and monetizing that content. Of course, revenue is the goal for content providers, and the key barometer for success is revenue, which is still primarily tied to advertising. Sure, Hulu, Amazon, Netflix and others can charge a monthly subscription, but that is a small portion of the revenue surrounding televised content.

As content is distributed in a non-linear fashion, new opportunities exist for brands, advertisers and technologists. As second screen TV augments the TV viewing experience, content providers provide new opportunities for brands and advertisers. Industry watchers such as Nielsen, eMarketer, PWC and others, all agree that consumers are social while enjoying their favorite TV programs. They also agree that this social activity is enable by mobile devices such as smartphones and tablets. As a result, Zenith Optimedia predicts mobile advertising growth from $8.6B in 2012 to 29.4B in 2015. This represents significant growth from 1.8% to 6.1% of global advertising spend.

This revenue growth will drive technology investments to enable improved back-end content management, creative workflows and data analysis - all with the goal of driving greater consumer engagement and interaction. Creative minds will develop complementary marketing programs leveraging alternate channels. The New York Times recently shared its plans for an in-app mobile ad experience to promote Showtime's original series Ray Donovan. The ad includes a show trailer allowing viewers to tap on the trailer to obtain further information about the program.

This innovative approach represents the flexibility allowed by new devices, new consumer behaviors such as tapping a screen and integration of technology, promotion and brand.  As a result of its focus on fan engagement, second screens provide the data necessary to justify brand investment. As the second screen nurtures conversations around televised content, it also capture data reflecting sentiment, demographics, fan desires and actions taken. This data is the goal for media properties, enterprises and brands as they explore the use of social and/or mobile solutions for connecting with target customers or consumers. This data drives revenue for content providers as they pursue brands and advertisers, but it also drives revenue for technology firm with solutions for data capture, analysis and storage.

All along the value chain, new opportunities are emerging. It may be the telecommunication network that enables online or mobile connectivity, or the tablet manufacturer and their app store, or the data analytics software that uncovers the meaning behind all our social conversations. Each of these companies is capitalizing on the opportunity presented by market convergence. As magazine publications create enhance their online presence with video or enterprises create digital channels to improve brand awareness, it is the convergence of technology and market demand, in an increasingly digital society, that is creating opportunities for improved revenue, customer experience and brand awareness.

What's your perspective?