Bridging the Digital Divide

Digital is revolutionising the way we do almost everything in life these days, from devices converging in to one, to pervasive computing technologies being embedded into the least likely devices and society is being affected by these notions, some for the better and some for the worse.  The digital divide, is a concept that originated in the 1990s, and refers to “those who possess a regular access to technology and those who do not have this access” (Ellis-Christensen, 2010).  The differentiation of access is defined according to “gender, income, race and location” (Flew, 2008). Some view the gap as simply “haves and have nots” but others deem it to be much larger than that, and see it affecting entire countries, populations or races according to Tricia Ellis-Christensen, 2010. 

(Copeland Casati Media, 2009)

 

 

It is a known truth that, “we have more mobile phones on the planet than people” (No Digital Divide, No Date) meaning, we are without a doubt becoming a mobile society.  As phones are continually being upgraded with new features to connect users, such as instant web access, mobile marketing is emerging in correlation with this and is said to be in the future if not sooner “the biggest move in marketing, period” (No Digital Divide, No Date).  Another positive attribute of the humble handset is the argument that “no technology in history has been effective at fighting poverty like the mobile phone” according to Robin Hicks, who also adds that it has “given disadvantaged people access to information with which they can build business.”  There has been the shift from desktop PCs to laptops and now the smartphone revolution (predominantly the iPhone and Blackberry) is taking over.  According to the World Bank, “0.8% is added to the GDP growth when the rate of an extra ten mobile phones per 100 people is sustained.” “…the mobile phone can provide almost instant economic shot in the arm, which disperses in a self-sustaining bottom way up” (Hicks, 2010) So mobile phones are one way to bridge this gap, but what about the inclusion of poorer nations?

Can mobile phones close the Digital Divide? (Banks, 2009)

 

Many people maintain, “the wealth of information available to poorer nations through the internet could help improve lives and put an end to poverty” (Ellis-Christensen, 2010). This seems unattainable, but many organisations are stepping up to the mark and doing their part.  “…less than 1 in every 1000 people have access to a computer in parts of the developing world, compared to 600 in every 1000 in the developed world” (CNET Networks, 2010). One organisation, CNET Networks International, aim to change these statistics by collecting old computers, refurbishing them and distributing them to the less fortunate nations.  But even though there are many charitable associations that aspire to bridge the divide by offering computers or funding to get computers in poorer countries, it can be seen as an issue as “many feel that first efforts should go towards providing clean water, medical care and food as needed instead of giving people technology access” (Ellis-Christensen, 2010).

The question still remains, how can marketing bridge the digital divide? Currently, there is a separation between digital marketing and “traditional” marketing. But, this divide is shrinking, as soon enough businesses will no longer be able to differentiate between the online and the offline world and they will no longer be seen as “separate” (Miller, 2010), also in the source she claims that “marketers are integrating promotional offers via the website and in store, and breaking away from the traditional paid media towards online advertising via communities, networks, forums and blogs.” One organisation, Private Sector Partnership (PSP-One) have realised that accessing up to date knowledge, information and lessons learned in developing countries can be problematic.  They have identified that “social marketers in developing countries often find it difficult to access new and innovative information to strengthen and inform the design of their programs,” (Suchak & Eisengrein, 2008) Therefore, they have addressed these confrontations with a new online conference system, aimed to grasp large audiences across time zones and countries, with minimal internet access that is free of charge.  Users are able to “learn, share up to date information and engage their counterparts from across the globe online” (Suchak & Eisengrein, 2008). The online social marketing conference saves money, is better real time interaction and is much timelier and simpler to access the content submitted. 

Bridging the Divide (Optical Illusions, No Date)

 

Undoubtedly, marketers and various other professions will continuously aim to bridge this divide.  Social marketing is an excellent attempt, as more and more people that were previously sheltered from the online world, particularly generation X, are taking the plunge and going digital. The various organisations providing less fortunate people with the opportunity to be a part of the online world is another example of how this divide is slowly fading.  Yet, there is still an immense gap between those in developed countries and those in developing countries that are still dealing with poverty.  A focus must first be put on this concern, if we wish to truly eradicate the digital divide for good.

Bibliography

Banks, K. (2008, August 4). Mobile Phones and the Digital Divide. Retrieved November 23, 2010 from Putting People First: http://www.experientia.com/blog/mobile-phones-and-the-digital-divide/

CNET Networks. (2010). Bridging the Digital Divide. Retrieved November 24, 2010 from Bridge the Digital Divide: http://www.bridgethedigitaldivide.com/

Copeland Casati Media. (2009, March 3). Digital Divide. Retrieved November 26, 2010 from Copeland Casati Media: http://www.copelandcasati.com/labels/digital%20divide.html

Ellis-Christensen, T. (2010, September 9). What is the Digital Divide. Retrieved November 24, 2010 from WiseGeek: http://www.wisegeek.com/what-is-the-digital-divide.htm

Flew, T. (2008). Digital Divide. In T. Flew, New Media: An Introduction (pp. 25-26). Melbourne: Oxford University Press.

Hicks, R. (2010, April 27). Can Mobiles Close the Digital Divide. Retrieved November 24, 2010 from Asia Pacific Future Gov: http://www.futuregov.asia/articles/2010/apr/27/can-mobiles-close-digital-divide/

No Digital Divide. (No Date). Mobile Marketing. Retrieved November 24, 2010 from No Digital Divide: http://nodigitaldivide.com/mobile-marketing/

Miller, C. (2010, November 18). Bridging the Digital Divide. Retrieved November 24, 2010 from Edelman Digital: http://edelmandigital.com/2010/11/18/bridging-the-digital-divide/

Optical Illusions. (No Date). Acrobatic Engineering Optical Illusions. Retrieved November 28, 2010 from Optical Illusions: http://www.newopticalillusions.com/funny-optical-illusions/acrobatic-engineering-optical-illusions/

Suchak, N., & Eisengrein, D. (2008, September 3). Bridging the Digital Divide: Connecting Social Marketers Globally. Retrieved November 24, 2010 from Informa World: http://www.informaworld.com/smpp/section?content=a901874150&fulltext=713240928

scottnordq. (2008, May 30). The Digital Divide. Retrieved November 28, 2010 from Youtube: http://www.youtube.com/watch?v=qz7dw3pLr-U

 

Social Media Trends for 2010::Good Morning Marketers:: thunder::tech

Information as a Public Good in Marketing

(Davis, 2009)

A public good is something that everyone can access, “…a term used by economists to refer to a product (i.e. a good or service) of which anyone can consume as much as desired without reducing the amount available for others” (The Linux Information Project, 2006).  One of the most interesting examples of a public good is knowledge, which can also tie into the concept of collective intelligence.  A private good is one that has restrictions and limitations, and consumption by one reduces the available amount for others.  Previously, knowledge could also be seen as a private good, as “access to information was traditionally locked behind the gates of institutions” (Boyd, 2007).  But now with more of the world becoming online, information is becoming readily available and therefore access to anyone who wishes to share his or her knowledge, “individuals who know something can easily share it, even when they are not formally declared as experts,” (Boyd, 2007).  Information should not be kept hidden, “anyone can use as much as desired without reducing the amount available for everyone else” (The Linux Information Project, 2006).

There are several significant examples of individuals sharing their knowledge, opinions and therefore informing the rest of the world for free.  According to Danah Boyd, “Wikipedia is a fantastic example of how knowledge can be distributed outside of elite institutions.”  Although it is often regarded as an unreliable site by universities and schools alike, the fact that “those with editing skills can help the information become accessible” (Boyd, 2007) who’s to say these people are not credible? 

The Twitter Bird (Judd, 2009)

Another example of sharing information, as a public good is the Public Information and Marketing in Oklahoma City, America.  Information is provided to “help citizens better access and understand city services and policies” (Yager, 2009).  This is done through formal news releases sent via: email, Facebook, Twitter, the citizen newsletter and a television station City Channel 20, which broadcasts public meetings, news programs and interviews.  Wikipedia, although it is non-profit website and generates no income, “since its birth in 2001 it has become one of the most useful and biggest websites on the Internet,” (Heron, 2006), any marketers dream, because awareness for Wikipedia is all over the world.

My desired career will follow the path of marketing, increasingly marketing for businesses and organisations is done online or through a digital medium, similarly, the most common source of public information is online, as “online giving keeps growing” (Houchens, 2007).  Having the product, service or business message online is highly beneficial to a marketer as more demographics and specified target markets can be reached to accessibility ease as, “26 percent, of the worlds population is online,” (Ribeiro, 2010).  “…Marketing is an information tool” (Houchens, 2007) and in order to succeed one must “share relevant information with a relevant audience” (Houchens, 2007).  Ensuring that information is a public good in marketing will be highly beneficial with the growing popularity of social media that businesses are utilizing to get their message across, this can be done through blogs, micro blogs such as Twitter, Facebook and even Youtube. Businesses can ‘connect’ with their target markets and other potentially interested third parties, by posting updates via the various social media platforms and maintain relationships. Internet marketing is another means by which information is a public good through my sought after profession, “it is the business of both advertising and selling goods and services on the internet…and is growing in popularity as millions of people now purchase online,” (Tay, 2007).  Luring customers can be as simple as, “article marketing, blog marketing, email marketing, banner ads, pay per click ads and pop up ads” (Tay, 2007). 

“Often, it is believed that information, if it is not protected, can be stolen and claimed to be another’s,” (Davis, 2009) but a creative commons license can help prevent this, whilst still allowing people to access the information.  “…a creative commons license lets you dictate how others may use your work… and allows you to keep your copyright but allows others to copy and distribute your work provided they give you credit and only on the conditions you specify,” (Webopedia, 2010).  There are four guidelines that information consumers must follow in order to comply with a creative commons license- “attribution, non-commercial, no derivative works and share alike” (Webopedia, 2010) the source also mentions that having a creative commons license, “…allows you to keep your copyright but allow others to copy and distribute your work, provided they give you credit and only on the conditions you specify.”

Overall, is it evident that information is a public good, especially in marketing.  It can be viewed as an integral element in connecting with your target market, which in turn leads to success for a marker.  Social media is continually increasing as a means of getting a businesses message across and raising awareness.  With the current growth rate of Facebook, Twitter and YouTube and so on it is not an option for a business to provide information publically and to go online, it’s a necessity.

Bibliography

Webopedia. (2010, April 1). Creative Commons License. Retrieved November 7, 2010 from Webopdedia: http://www.webopedia.com/TERM/C/Creative_Commons_license.html

Yager, K. (2009, May 12). Public Information & Marketing Office. Retrieved November 7, 2010 from The City of Oklahoma City: http://www.okc.gov/pim/index.html

Video, T. T. (2010, January 3). Social Media Trends for 2010: Good Morning Marketers. Retrieved November 8, 2010 from Youtube: http://www.youtube.com/watch?v=DJsCU56Tbtw

Analytics, V. (2010, February 6). Marketing 2010. Retrieved November 8, 2010 from Youtube: http://www.youtube.com/watch?v=TQbmVaqSV9k&feature=related

Antin, J. (2009, April 7). Twitter Bird. Retrieved November 8, 2010 from Technotaste: http://www.technotaste.com/blog/page/4/

Boyd, D. (2007, June 26). Knowledge Access as a Public Good. Retrieved November 7, 2010 from FutureLab: http://www.futurelab.net/blogs/marketing-strategy-innovation/2007/06/knowledge_access_as_a_public_g.html

Davis, P. (2009, April 9). Information as Property. Retrieved November 7, 2010 from Scholarly Kitchen: http://scholarlykitchen.sspnet.org/2009/04/09/information-as-property/

Heron, A. (2006, September 12). The Benefits of Wikipedia. Retrieved November 6, 2010 from Film Detail: http://www.filmdetail.com/2006/09/12/the-benefits-of-wikipedia/

Houchens, C. (2007, March). Selling Good Works -- Marketing a Non-Profit Organization. Retrieved November 6, 2010 from Shotgun Concepts: www.ChrisHouchens.com

Ribeiro, J. (2010, May 25). More than One in Four Use the Internet Worldwide. Retrieved November 7, 2010 from CIO: http://www.cio.com/article/595014/More_Than_One_in_Four_Use_Internet_Worldwide_Says_ITU

Tay, M. (2007, August 18). What is Internet Marketing. Retrieved November 5, 2010 from SlideShare: http://www.slideshare.net/kamarvin4/what-is-internet-marketing

The Linux Information Project, P. (2006, February 16). Public Goods: A Brief Introduction. Retrieved November 6, 2010 from Linfo: http://www.linfo.org/public_good.html

Marketing in a Transmedia Storytelling World

“The street finds its own uses for things- uses the manufactures never imagined,”

William Gibson, “Rocket Radio” (published in Rolling Stone, June 15 1989)

Transmedia Storytelling, like technological convergence, is an inescapable concept that is becoming increasingly prevalent as world is becoming digitalised. Also known as, multimodal storytelling or enhanced storytelling, the term is used to describe storytelling across various types of media in order to have diverse “entry points” into the original story.  It is the outcome of independent yet merging segments of digital media.  Through initiation of diverse entry points, the prospective market has the ability of expansion through transmedia storytelling, allowing entry to various audience sectors.  Subsequent to viewing a movie or a television series, people who would not generally read comic books may be able to access a franchise world, networks have the ability to “expand into market niches of which they would not otherwise have contact with,” (Caccamo, 2008). 

(Askwith,2009)

According to Henry Jenkins, author of Convergence Culture, audiences crave contemporary insight into character profiles and innovative familiarity of the fictional world. If media company’s plunge into that market, increased understanding and investment will be the emotional outcome from the viewers, if it is overlooked they will lose interest in the original story and therefore a loss in revenue will occur. Frequently, a transmedia story is narrated in real-time. Characters often post to their Twitter accounts, produce YouTube videos or record blog posts, to create a sense of friendship between the character and the audience member, particularly if interaction is encouraged. 

Some pointers for businesses determined to utilize transmedia storytelling
(Scolari,2008)

Thriving transmedia stories generate consumer desire for other elements while inducing them back to the core product.  With these various media extensions advertising is effortlessly created, which “provides the ability for content creators to tell more complex stories, while generating new sources of revenue,” (Sonnenfeld, 2009).

Along with the highly sought after television series, Lost, a wide range of narrative extensions have been created that blur the line between advertising and the product according to Ivan Askwith 2009.  The producers of Lost have created numerous websites for imaginary organisations promoted in the show, such as Dahrma Initiative and Oceanic Airlines, and various webisodes highlighting the main cast, a best selling conundrum novel that was available as a concluding manuscript by a character on the show, a video game that allows players investigate the island and network with the characters in an inventive plot and the list goes on.  

An example of an extended media form from the Lost television series
(Smoluch, 2008)

A notable extent of viewers easily and truthfully feel that the show is driving them outwards to the other series extensions, in order to obtain the other particles that conclude the narrative, even though it is believed that the majority of the transmedia extensions around Lost are primarily designated to guide fans back to the original television series.

Marketers from various trades, such as food and entertainment have introduced distinguished and thriving campaigns using the transmedia storytelling concept.  As I wish to follow the career path of marketing, I will integrate transmedia storytelling to connect and network with clients whether it is online or through other pathways.  

Nokia Productions are soon to produce the world’s first social film; users are able to submit their footage using any collaboration of music, images, text or film, which will then be united into one inventive multimedia movie. It will be established completely by everyday people and their mobile appliances in order to procreate and present inventive footage, encouraging consumers to ‘take part’ and use the full capacity of their devices and potentially non-Nokia users to make the switch to Nokia as devices comes across as very user friendly.  This is an example of an excellent marketing tool, it features everyday people and builds on the good reputation of Nokia.

“By making your user an active invested part of the story you make them a loyal supporter and a vehicle of the story. They become the word of mouth campaign” (Mani, 2010) Twitter, is another example of a savvy marketing tool as it keeps followers up-to-date, allows users to voice their opinions and hear the opinions of others to gain a different viewpoint to their own.  Furthermore it has the ability to link followers of the campaign to other stories and medias, leading it to be described as “the most brilliant marketing strategy I’ve ever been lucky enough to see used” (Mani, 2010).

Transmedia storytelling is very related to a marketing career path as it is a marketer’s job to create a need for a product or service and tailor that need to the demands of the market.  The more inventive and innovative the story, equals a growth in interest and investment, and the reputation of the media company grows, leading to a growth in revenue.  Transmedia storytelling is and will be a fundamental element of our upcoming success as media individuals and content suppliers, regardless of if you are a publisher, a studio, a brand or an agency. 

BIBLIOGRAPHY

Askwith, I. (2009, February 7). Transmedia & Advertising. Retrieved October 18, 2010, from Slide Share: http://www.slideshare.net/ivanaskwith/transmedia-and-advertising

Bradshaw, L. (Director). (2008). Transmedia Storytelling & Convergence [Motion Picture]. Australia.

Exon, M. (2010, July 10). A Perfect Storm The Social Web, Storytelling And Brands. Retrieved October 18, 2010, from Slide Share: http://www.slideshare.net/melex11/the-perfect-storm-the-social-web-storytelling-and-brands-08-07

Harris, J. (2010, July 2). Transmedia: It's not just for geeks anymore. Retrieved October 19, 2010, from iMedia Connection: http://www.imediaconnection.com/content/27116.asp

Jenkins, H. (2003, January 15). Transmedia Storytelling. Retrieved October 18, 2010, from Technology Review: http://www.technologyreview.com/biotech/13052/

Mani. (2010, October 6). What is Transmedia Storytelling and how will it help you sell more games? Retrieved October 19, 2010, from Infinite Unity 3D: http://infiniteunity3d.com/what-is-transmedia-storytelling-and-how-will-it-help-you-sell-more-games/

Scolari, C. A. (2008, July 17). Transmedia storytelling Narrative strategies, fictional worlds and branding in contemporary media production. Retrieved October 18, 2010, from Slide Share: http://www.slideshare.net/cscolari/transmedia-storytelling-narrative-strategies-fictional-worlds-and-branding-in-contemporary-media-production

Smoluch, M. (2008, January 7). The Lost viral campaign. Retrieved October 19, 2010, from The Creative Wedge: http://www.thecreativewedge.com/2008/01/lost-viral-campaign.html

Sonnenfeld, G. (2009, September 8). The revolutionary power of transmedia storytelling. Retrieved October 19, 2010, from iMedia Connection: http://www.imediaconnection.com/content/24339.asp

Waele, R. D. (2007, May 15). Mobile Digital Storytelling. Retrieved October 19, 2010, from Slide Share: http://www.slideshare.net/rudydw/mobile-digital-storytelling-at-cheil-worldwide-seoul-presentation

Weinreich, N. (2010, June 25). Transmedia Storytelling for Social Marketers: A Sample Campaign. Retrieved October 18, 2010, from Spare Change: http://blog.social-marketing.com/2010/06/transmedia-storytelling-for-social.html

The Future of Convergence

When delving upon the topic of convergence, many doors can be opened with regards to “interlinking of computing and IT, communications networks and media content that occurred with the development and popularization of the internet”, (Flew, 2008) or “the coming together of two or more disparate disciplines or technologies” (Webopedia, 2010). Whatever way it is looked at, convergence is ever prevalent and verging on inevitable. The digitization process has gone from a paper source to an electronic source to a digital source, allowing convergence. Originally, technology had the mere capability for each entertainment medium to be played on a particular appliance. However, nowadays it is almost unheard of for a device not to be able to bestow a wide range of tasks and features, causing several devices to be replaced. No matter what, technology will continue to improve and more and more devices will merge as it seems to be a natural progression.

"The Smartphone taking over various devices"

After reading the article, 'The Fight for Digital Dominance', it is evident that countless devices are becoming redundant; the VCR, mobile phones without a plethora of features, and cameras that require film are now a thing of the past. The article, which was written in 2003, highlights the fact that Smartphone’s, in particular the Microsoft Smartphone, are the device of the future and are only continuing to improve and dominate the market for their multitask convenience. Back then Microsoft wanted “stake its claim in the new market created by the convergence of mobile phones and computers” (Business, 2002). Furthermore, devices not only obtain greater functionality and simplified user interface, they are also changing in size, becoming much smaller as they merge together. The iPod is a classic example of ‘technological shrinkage’. The tape player and the deskman dominated the market until the iPod emerged with its mp3 innovation. The iPod has not only taken “73.8% of the portable music market share” (Delahunty, 2009), but also converged: camera, video, mobile . This is also occurring with the way we view television, according to Yaro, “the concept of prime time television will no longer exist the way it does now. Users will simply download the latest episode and watch it whenever they want to” (Yaro, 2005), this alludes to the Internet being seen as the backbone to being connected and staying up to date. 


The marketing profession demands several technological devices, primarily Internet technology as most work is online or through a database. Currently, there is a huge movement involving social networking and online communities. This movement presents a huge opportunity for marketers with the line between the online world and the actual world becoming finer by the day and the simplicity of creating a need through social networking sites, such as Facebook, being readily sought after and available. People from all age brackets, social demographics and countries tend to have a Facebook site, thus marketing to the desired target market and demographic online has been a marketers dream. The specific career path I wish to follow is marketing for Nike. Already Nike and Apple have teamed together and converged two technologies, the highly popular iPod and Nike running shoes with the convenience of getting “more for your run” Runners can sync their running shoes to their iPod allowing them to hear how far they are running, how many calories they are burning, as well as their average pace (see video). Since the release date in late 2006 the innovation has been improved with the range, extending into ‘running band’, where non-music listeners can still sync their run using a USB enabled bracelet where they can view their totals, rather than hear them. With both of these innovations, a computer device then holds the graphs and challenges against other Nike+ users around the world are kept track of. 

 "Nike+ Users in action"

The question still remains of what role will convergence play in marketing and in Nike in the next 10 years? With the current technology movement, it looks like devices will continue to morph into one and become smaller, user interface will be improved for further convenience and more devices will become unnecessary. Could the Nike+ technology be synced to another sport? Or even other body parts? For marketers, will the Smartphone and the Internet still be dominant technologies? No one can predict what will happen with technology in ten years time, although one can be almost certain in saying it will become increasingly powerful. I do however think that, the Internet will still play a very large role in a marketing profession and be integral to ‘creating a need’. To some convergence may seem scary, but its reality and it is only going to become continuously inescapable and progressively sought after.

BIBLIOGRAPHY
Belisle, J.-F. (2009, May 13). Three Types of Convergence – Is the Future Friendly? Retrieved October 4, 2010, from E-Marketing, Technology and Entertainment:http://jfbelisle.com/2009/05/three-types-of-convergence-is-the-future-friendly/

Business, S. C. (2002). The fight for digital dominance. Economist , 365 (8300), 61-63.

Delahunty, J. (2009, September 9). iPod Market Share. Retrieved October 3, 2010, from After Dawn News:http://www.afterdawn.com/news/article.cfm/2009/09/09/ipod_market_share_at_73_8_percent_225_million_ipods_sold_more_games_for_touch_than_psp_nds_apple

Flew, T. (2008). New Media . New York: Oxford University Press.

McGuigan, B. (2010, August 3). What is Technological Convergence? (W. Geek, Producer, & Conjecture Corporation) Retrieved October 2, 2010, from Wise Geek:http://www.wisegeek.com/what-is-technological-convergence.htm

Webopedia. (2010, May 17). Convergence. (internet.com, Producer, & QuinStreet Inc) Retrieved October 2, 2010, from Webopedia:http://www.webopedia.com/TERM/C/convergence.html

Yaro. (2005, June 12). Technology convergence and TV entertainment of the future. Retrieved October 1, 2010, from Entreprenuers Journey: http://www.entrepreneurs-journey.com/139/technology-convergence-and-tv-entertainment-of-the-future/

Youtube. (2007, December 5). Need Motivation. Retrieved October 5, 2010, from NikePlusTV : http://www.youtube.com/watch?v=UfWTQA6QPk4&feature=related

http://www.youtube.com/v/UfWTQA6QPk4?fs=1&hl=en_US%22%3E%3C%2Fparam%3E%3Cparam

www.youtube.com

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