The technology industry needs better links with the real-world users of the devices and software it designs, Christian Heilmann tells Jo Bowman
When iPads first hit the market in 2010, Apple famously promised “there’s an app for everything.” Five years later, though, digital developer Christian Heilmann says not only are apps stifling innovation, they’re widening gaps in understanding between how technology is envisaged by technologists and what real-world consumers want to do with it.
The business of advertising has become more about sharing with consumers and less about shouting at or seducing them. But Jo Bowman finds that sure-fire media plans – and ideal measures of success – remain as elusive as ever
The advertising game has changed, but it’s no easier to win – and perhaps harder to know what counts as victory – according to senior executives with some of the world’s strongest brands. Dr Steven Althaus, global director of brand management and marketing services at BMW, says communications used to be like ten-pin bowling: you aimed your message, fired, bowled over as much of your target as possible and missed some from the fringes.
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“There has never been so much disruptive change in connecting with consumers as exists today via mobile. And as a result, it is the greatest opportunity for wealth creation – for businesses and individuals,” reasons Greg Stuart, global CEO of the Mobile Marketing Association.