Category Archives: Trends

The DIY Challenge

Thanks to the internet pretty much anything has an DIY application. But more often than not, we run out of time, before we get anywhere decent.

This is how it goes for me when I opt for the DIY approach on topics out of my comfort zone: Continue reading

Video Marketing & Production Trends, 2016 Edition

Borrowed from www.searchengineland.com

What does 2016 have in store for us?

I love crystal ball questions! They sky, or better even, the universe is the limit.

To look into the future you need to also poke around in the past and discern patterns. Here a few video production and marketing trends, that I have seen develop and have kept an eye on in the four years I have written about the future of tech and how it impacts media in general and audiovisual work in particular.

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Video Today

DIY-screwsYouTube has become the second largest search engine after Google. Video ups your conversion rate on product sales somewhere above 60%. Stunning.

One would think that would be every video production companies and video producers dream come true. Well, not necessarily, a few other trends are playing out too. The internet has not only democratized the flow of information and crated “the conversation”, it also has altered content delivery and content consumption. Video production is now accessible to everybody, thanks to smart phones, a plethora of editing and mash-up apps and hosting services. Continue reading

Why Good Enough is Good Enough

The Swiss thrive on perfection. There is a reason you’re known for our quality lenses, precision tools, watches, fine chocolates, and amazing cheeses, alas with holes. “Good enough” you wouldn’t hear in Switzerland and even if it were true for certain things, it wouldn’t be verbalized.

As a Swiss transplant to New York and now a proud American citizen it took a moment to wrap my brain around “good enough”. Occasionally I do cross-cultural coaching and we spend quite a bit of time discussing “The 80/20”; meaning, Americans don’t believe in perfect. The remaining 20% to get something from good enough to perfect is not worth the effort, time and money. (You know I’m generalizing here, but you get the picture).

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What Do You Do?

restaurant-people-alcohol-bar_smallI meet a lot of people and when I’m asked what I do, I take a deep breath and as I do I try to assess the asker. How much can she take? Can she handle my “I wear many hats” pitch, or should I just go with any of the following and if so, which would land best: Producer, Small Business Owner, Director, Blogger, or can I even venture out into Forward Thinker, Content Producer, Storyteller? Often, especially at Swiss events where modesty [for the most part] still counts for something, I’ll just mutter, “I produce videos”. In such settings I’m surrounded by bankers, insurance people and lawyers, who nod knowingly and then ask me about their favorite film, which inevitably I will not have seen. Continue reading

Future Disruptive Tech 2015 and 2016

Cesar Quintero_Stock_Future_DisruptTech_BlogBrian Solis, always a great resource for this blog, put together a list early 2015 looking at tech trends and disruptive trends for 2015 and 2016. As we are close to half-way through, I thought I’d go through the list again and pull out what was of interest today and for this blog. Below a curated list of 12 of the 25 original points. For the full list click here. Continue reading

Video Sharing

Nina70ies-BrownoutiftGrowing up we played a game called „as of now”. The premise was that we were on a show and people were watching our every move and we had to fulfill a mundane task, like doing homework, or helping with household chores, or playing doctor, as gracefully (or cool) as possible and keep a running commentary, which had to be as smart-ass funny as we could come up with.  We controlled who the audience was. Mostly our classmates, a boy we liked or a very cool grown up – definitely NOT our parents.

This was in the late 70ies and we where budding teens. Not a reality show in sight, no judging and certainly no million dollar prize to fight for. Also no cell phone to record our theatrics, no apps to share what we taped and no internet to connect us to our friends. Continue reading

The Sharing Economy

As much talk as there is about the sharing economy, and there certainly are major disruptors out there, some of it isn’t really all that new in concept. Sharing occurs if something is superfluous. Or, if there is a desire to share with someone something you have and they don’t.

 

Drill-Collaborative-ConsumptionThe sharing economy is really about renting, borrowing, and providing a service. An article from earlier this year in the Harvard Business Review calls it an access economy, as the real disruptor lies in the capability to handle the access to all the sharing via technology, an app and/or a website.

There are different sharing economy models. In some a company owns the assets and shares them across its members, see Zipcar. Other models, a company manages the platform and the rules of sharing, but the assets are owned by the individuals who are members, see Airbnb, Closet Collective and Uber.

Then there are services and skills shared. They go through a sharing or offering platform, such as Task Rabbit or The Creative Group. Here the disruption is the access via technology from a person in need of a service to a service provider.

Although offered as a sharing community on most platforms, a sharing economy is not based on ‘community’ as much as it’s based on benefits, such as cost-effective access to desired assets, flexibility, and the convenience of not having to deal with the obligations that come with ownership. In a peer-to-peer model, the owner or service provider will most likely be engaged due to financial need, and not for an altruistic, ‘sharing the leftovers with the community’, motivation.

The biggest change in my opinion is, other than access via technology, the reciprocal feedback process that is based on TRUST, especially in the peer-to-peer sharing economy models. I’m not sure it always works as intended.

Take Airbnb; the challenge as I see it is, that once you’ve had a personal interaction with your host and you know they get to review you as well, the reviews stop being authentic. On a recent rental, I felt strongly that I wanted to leave negative feedback, but I held back. Why? I didn’t want to be the first person to leave a negative review for a so-called super host. The host was lovely and went out of his way to show us the ins and outs of his home and the town. However, the home was not in the neighborhood advertised and our room was filthy. I would never use Airbnb again, unless a person, who knows how particular I am with cleanliness, would recommend a place.

That brings up the question, on how brand trust is built on-line. If I go to a brick and mortar McDonalds or to Morton’s Steakhouse, I know what I’m getting, years of advertising and marketing positioning tell me what to expect. Both have a very specific customer profile. With a peer-to-peer on-line platform service I don’t know what I’m getting, beyond customer ratings, and I don’t know what those customer’s preferences are, either. Do they normally eat at McDonalds and would be wow-ed, no matter what, by a Morton’s, or are they discerning foodies and wouldn’t give Morton’s the time of day? It will be up to the companies that run peer-to-peer services to do quality control, careful service provider screening and to nurture trust. How will they do it when they interact with their providers AND customers virtually only? We will see.

Addendum:  Time Magazine of week of October 12 has an article on the Sharing Economy.

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Oversize America

Lindt_overzidedEver since Nespresso figured out that they couldn’t shove small Ristrettos down the American general public’s throat and gave in to extra big coffee capsules to satisfy big gulp size coffee portions, their US business has taken off. Chocolatier Lindt has a duty free store at Zurich airport and for the first time last week I saw oversized Lindt truffle balls, oversized Easter bunnies and oversized chocolate bars. When I say oversized, I mean soccer ball sized Lindt truffle packaging (not the regular pack with about 12 quarter of a golf ball sized truffles), bunnies 1.5 feet tall and the chocolate bars must have weight tenfold the regular bars. Yieks.

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Our Future

Last week I went for a swim in Pontresina, Switzerland, a decent size village in the Swiss Alps, big enough to have a lovely public pool. It was off-season, mid-day and nary a tourist in sight. I enjoyed a lap lane to myself. As I took my breaths I checked out the lovely and very overseeable pool as there where no fellow swimmers to contend with.

Bellavista Erlebnisbad in Pontresina

Bellavista Erlebnisbad in Pontresina

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