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Social media has become central to the customer shopping experience, and it’s all due to the value consumers place on social media content. According to eMarketer, the role of social networks as a research tool for gaining product and purchasing information has risen steadily in recent years, with 36 percent of consumers citing social platforms as essential to their purchasing decisions.

As a result, brands have had to reshape their e-commerce social media strategy around the increasingly primary role social media is playing in driving sales. While social channels have long been viewed as referral channels for e-commerce websites, new social functionality and shifting consumer preferences are changing the role of social content in e-commerce strategies.

In short, when it comes to e-commerce, social media is becoming a primary destination for sales.

This trend of social commerce is backed by evidence on all sides of the transaction. According to Business Insider, 500 top retailers earned roughly $6.5 billion from social shopping in 2017, a 24 percent year-over-year increase. Since then, social platforms have been testing and deploying new direct-selling functionality that lets retail brands create social content which can lead to a quick, social-based purchase.

According to a consumer survey by Avionos, 55 percent of shoppers have made a purchase through social media within the past year. All the signs point to continued growth of social commerce and to social media’s increasingly central role in retail e-commerce. Today’s brands are starting to think of social media as a sales platform, and consumers are using social content as a discovery tool for new, exciting products—especially products that fall into the lifestyle category.

Here’s a look at how some brands are transitioning from using social media as a referral channel to a lucrative direct sales opportunity.

Using Social to Drive Direct Selling

Thanks to the development of buy buttons and other e-commerce features, social networks are turning their individual pieces of content into potential points of purchase. Social content isn’t something you click through to reach an e-commerce site anymore: Rather, it is the front page of your e-commerce sales.

Brands have taken note, and they’re trying to build effective strategies for selling to an audience directly through social ads and content. The retail apparel brand J. Crew has been working on these strategies for years, and more recently it has embraced social commerce opportunities as a potential strategy to turn around its slumping retail sales. In 2016, the company launched a promotional social campaign that plugged a new pink version of its popular “Jane” sunglasses line.

The social promotion was primarily designed to drum up interest in a full product release the following week; but to increase engagement with the brand, the company offered a limited presale, where consumers could purchase the sunglasses early through its Instagram Stories promotion. The promotional inventory quickly sold out, scoring J. Crew a win on multiple fronts: Not only did the brand succeed in building hype for its impending product release, but it also demonstrated the potential selling power of social direct selling.

The ability to sell products directly through social platforms is something brands are eager to deploy on a larger scale. According to ZDNet, 48 percent of marketers say that if social media offered direct selling products, they would be more likely to increase their use of social media for marketing and business purposes.

Even with hurdles to clear in execution—such as reducing friction in social selling via one-touch ordering and other features—it’s clear that brands and consumers recognize the opportunity and advantage of social-based retail.

Leveraging Influencers and User-Generated Content

As brands look to shape an e-commerce social media strategy built around social purchasing, the original appeal of social content must not get lost in the fray. The principles of great social content still apply, even when brands are transparent about their sales aspirations. As Econsultancy points out, consumers still possess a natural aversion to advertising, and visual content that lacks a brand’s typical social authenticity could turn consumers away in these coveted sales windows.

But this can be a difficult tightrope to walk since any branded social account features content that comes with a certain degree of artifice. The easiest remedy, then, is to lean into the strategies that have helped brands sell their authenticity in the past, namely influencers and user-generated content (UGC).

Consumers prefer to purchase products that they discover in an organic way, according to Econsultancy, rather than finding products in their social feeds via brand sponsorship. Seek out influencers that have a reputation of trust with their followers, and solicit UGC that aligns with your brand’s storytelling goals as a way of building authenticity into your social shopping channels. In other words, make sure social commerce strategies are an extension of the brand experience you’re already offering on social media, rather than an inserted ad that looks and feels out of place with the rest of your content.

Influencer selfies

Image attribution: polybazze

The Goal: Efficient Spending Through Social Selling

The ease experience of shopping via social media is a big advantage when trying to better serve customers. But where your e-commerce social media strategy is concerned, direct purchasing through social media also eliminates a costly step in the consumer path to purchase. In a more traditional marketing strategy where social media is referring traffic to the e-commerce site, the value of that exposure is dependent on what the customer does on the site.

With purchasing options built into the social content itself, ROI is still dependent on making a sale, but there’s greater efficiency in the entire marketing campaign. As TrackMaven has pointed out in the past, the ultimate goal of retail marketing is to lower the overall customer acquisition cost for an organization. You’ll always need to be marketing to current and prospective shoppers, but you want this expense to be as efficient as possible, while also driving the largest volume of sales.

In theory, direct social selling should be able to improve your organization’s spending efficiency for its marketing campaigns. Recall the J. Crew sunglasses campaign: Through a simple promotion via Instagram, the company quickly sold out of its promotional inventory. This ability to drive purchases via social represents low cost, high ROI opportunities, which can boost both your customer acquisition cost and your spending efficiency. And it’s a strategy which can be easily replicated by any brand—big or small.

If consumers are eager to follow brands on social media, as we know is the case, then brands have a direct channel to sell products to them. On Instagram, Snapchat, Pinterest and other social platforms, direct social selling can be a quick, cost-effective marketing tactic that pairs cost-effective spending with the ability to seize upon consumers’ impulses.

The infrastructure for social media as a sales platform is still maturing, so there’s progress to be made on the platform side. But because social retail is already driving billions of dollars in annual sales, it’s time for every retail marketer to start testing new ways to take advantage.

By 

Jonathan Crowl specializes in digital marketing and content creation for both B2B and B2C brands, with an emphasis on startups and technology. His past and current clients include B2B brands IBM, LinkedIn, Mad Mobile, Oktopost, BrightSpot, and Waze, as well as B2C brands Porsche, Epson, and PayPal. He lives in Minneapolis.

Sourced from skyword

Sourced from Inventiva

Nowadays, every business is online and everything depends on the website. In order to achieve more customers, you will need more visitors to your website. The more traffic you have, the more conversion rate you will see. Driving traffic to your websites is the main problem for many of the people. Only because they can’t get the traffic, most of the people fail in the online world. Just for you, here are the 4 basic and the handpicked ways to drive traffic to your website

Email marketing

The best way to drive more and more continuous traffic is by Email marketing. When you open any of the websites, you might have noticed that they always ask you for your email and continuously sends the mail every week. Implementing this on your website will not only increase the traffic but you will also get a customer base who knows you by the name.

Email marketing has a huge conversion ratio by which it will easier for anyone to convert the visitors into the customers. You can offer freebie sent to their email as soon as they enter their email address. This will give you more email subscribers. There are various email marketing services that you can make use of.

People have been using email marketing for many years and they have a huge convert ratio compared to all.

Search Engine PPC advertising

PPC stands for pay per click. When you search anything on Google or any other search engine, you will see some of the ads. These are search engines ads. They are a great way to drive traffic as people are exactly looking to buy a product when they search on Google. You can set up a Google ads campaign by which the ads will be visible to all the people who are searching on Google.

If you are looking for a targeted visitor, Search engine marketing is the best as well as the most cost-saving way to get the traffic. For instance, if your website is about dog food, and you have placed ads in Google. Now, if someone is searching for Dog food and your ad shows up, they are more likely to buy from you as they are already looking for that particular thing.

There are various options by which you can target a specific audience to display your ads. The best way to target here is to get a digital marketing expert who will set up the entire Google ads campaign for you. Using this, you will get the visitors that you can make your regular visitor using email marketing.

Social Media Marketing

People spend most of their precious time scrolling through social media. This involves all the famous social media including Facebook, Instagram, and also YouTube. You can display your ads on any of these platforms.

Depending on which niche you work with, you will choose the platform. For instance, if you have to deal with images, you can choose Instagram. In this way, choosing the right platform is necessary in order to get the targeted audience and drive more traffic.

There are various advertising formats that you can choose from and also the ads can be displayed anywhere depending on the social media platform such as in feeds ads, story ads, etc. The social media marketing is not limited to the ads, you can also opt for influencer marketing where you can ask the related social figure to promote your business website.

Lead magnets

Lead magnets are another best way to drive traffic. Basically, a lead magnet is nothing but offering something for free or creating a specific page that converts. It can be about a specific product or you can simply ask for registration for the webinar. Lead magnets will help you to achieve all the goals that you have set.

You can either get members of your websites or you can simply get new email subscribers. In this way, lead magnets are useful for everyone. There are various tools and software that you can use to create a landing page that will convert and either give you sales or new members for your website. You can, of course, implement the email marketing along with this.

For instance, if you are getting leads for the webinar and you can add an email address and then when you have the email address, you can continue with the email marketing strategies.

Final words

To drive the maximum amount of traffic to your website, you can try all of these or you can try all one by one. Once you try it, you will get to know which works best for your business. In this way, you will be able to choose any one of them from all the ways stated above. You can surely try all of them to get the maximum results.

Sourced from Inventiva

 

Sourced from AdAge

In the summer of 1956, 10 scientists and mathematicians gathered at New Hampshire’s Dartmouth College to brainstorm a new concept Assistant Professor John McCarthy called “artificial intelligence.” According to the original proposal for the research project, McCarthy—along with fellow organizers from Harvard, Bell Labs and IBM—wanted to explore the idea of programming machines to use language and solve problems for humans while improving over time.

It would be years before these lofty objectives were met, but the summer workshop is credited with launching the field of artificial intelligence (AI). Sixty years later, cognitive scientists, data analysts, UX designers and countless others are doing everything those pioneering scientists hoped for—and more. With deep learning, companies can make extraordinary progress in industries ranging from cybersecurity to marketing. It’s just a matter of knowing where to start.

Think of AI as a machine-powered version of mankind’s cognitive skills. These machines have the ability to interact with humans in a way that feels natural, and just like humans they can grasp complex concepts and extract insights from the information they’re given. Artificial intelligence can understand, learn, interpret, and reason. The difference is that AI can do all of these things faster and on a much bigger scale.

“In the era of big data, we have the need to mine all of that information, and humans can no longer do it alone,” says Mark Simpson, VP of offering management at IBM Watson Marketing. “AI has the capacity to create richer, more personalized digital experiences for consumers, and meet customers’ increasingly high brand expectations.”

The knowledge companies stand to gain by using AI seems to have no bounds. In healthcare, medical professionals are applying it to analyze patient data, explain lab results and support busy physicians. In the security industry, AI helps firms detect potential threats like malicious software in real time. Marketers, meanwhile, can use AI to synthesize data and identify key audience and performance insights, thus freeing them up to be more strategic and creative with their campaigns.

There’s something else AI is very good at, and that’s improving the relationship between companies and consumers. “Even in its earliest iteration, AI helped companies better understand how to be human,” says Brian Solis, author and principal analyst at Altimeter, the digital analyst group at brand and marketing consultancy Prophet. “The irony is that it took this very advanced technology to make them think differently about how they should communicate with their customers.”

Over the past 50 years, Solis says, advances like speech technology, automated attendants, virtual assistants and websites have opened a chasm between companies and customer engagement while also multiplying consumer touchpoints. But AI has the potential to close that gap.

By helping marketers collect data, identify new customer segments and create a more unified marketing and analytics system, AI can scale customer personalization and precision in ways that didn’t exist before. Connecting customer data from sources like websites and social media enables companies to craft marketing messages that are more relevant to consumers’ current needs. AI can deliver an ad experience that is more personalized for each user, shapes the customer journey, influences purchasing decisions and builds brand loyalty.

IBM’s Watson Marketing is leading the charge with a platform that capitalizes on all that AI has to offer. Products like Customer Experience Analytics lets marketers visualize the customer journey and identify areas where consumers might be experiencing friction. Companies get a more complete view of the customer journey, which they can then optimize to improve customer engagement and conversion rates. Since it’s delivered through a single, unified interface, IBM Watson Customer Experience Analytics makes gaining actionable intelligence a seamless process for brands.

According to market research firm TechNavio, the AI market in the U.S. is expected to grow at a compound actual growth rate of about 50 percent through 2021. In its 2017 report “Artificial Intelligence: The Next Digital Frontier?” the McKinsey Global Institute urges companies not to delay “advancing their digital journeys”—especially when it comes to leveraging AI. “It’s those who understand how to use AI in new ways, to create new mindsets and paradigms, that will instill a competitive advantage that wasn’t there before,” Solis says.

We’ve entered the age of deep learning, and with human guidance AI is finally reaching its true potential. Today, the technology McCarthy and his colleagues dreamed about in 1956 takes the form of AI platforms like Watson Marketing. And now is the right time to truly harness the power of AI and put it to work for business success.

Find out more about how Watson Marketing can uncover insights to help you better understand your customers. Read the Guide.

Sourced from AdAge

Content Provided by IBM with Insider Studios. Insider Studios is the branded content studio for Insider Inc., the parent company of INSIDER and Business Insider.

By Joseph Grenny;

Creativity is learnable providenceIt feels like an inexplicable miracle when it arrives, and we may never be able to isolate all the variables that generate it. But, in my experience, we can reliably create the conditions to invite it.

Twenty years ago, I was involved in a terrifyingly inspiring project, working with some of Kenya’s poorest citizens in one of Nairobi’s most blighted areas. Our goal was to generate self-help strategies that would enable this group to climb a few rungs up the economic ladder. The audacity of this effort hit me in the middle of a flight from Brussels to Nairobi. I had fallen asleep briefly just long enough to become immersed in a nightmare. I dreamed I had somehow become the president of Kenya, and this filled me with overwhelming despair. When an announcement about approaching turbulence jarred me into consciousness I’ve never been happier. But the dream had hammered home the weight of the task I was heading toward. I was to lead a two-day meeting with hundreds of people for whom the stakes could not be higher. We had a clear goal but no concrete plan. I knew the work was worth pursuing, but I had never done what we were trying to do and felt inadequate to the task. I hoped and prayed that worthwhile ideas would come. And they did. The trip was successful in ways that exceeded my competence. This was a welcome surprise, but one I had done my best make happen.

Here are some of the ways I’ve learned to be more predictably creative.

Frame the problem, then step back. 

Like a grain of sand in an oyster, cognitive irritation stimulates creativity. When you give yourself a compelling, complex, unsolved problem — and make sure to clearly, concisely, and vividly articulate it — your brain becomes irritated. For months before my trip to Nairobi, I carried around a pad of paper on which I had handwritten the following statement: “How, with no outside resources, will we create 300 middle-class jobs for the people in our group?” The problem turned in my mind. One way to further amp up the cognitive irritation is by slogging through a first, unsatisfying round of generating solutions. This effort is more about priming the pump than solving the problem. Then, walk away for a bit, and allow the unconscious work — that which draws from a fuller complement of mental resources, experiences, and creative connections — to begin.

Obey your curiosity. 

Steve Jobs claimed that “creativity is just connecting things.” I agree. If you want to be more creative, you need to have more things to connect. The best way to

The problem turned in my mind. One way to further amp up the cognitive irritation is by slogging through a first, unsatisfying round of generating solutions.

build a rich mental database that will help you solve problems later is to honor passing curiosities. If something tickles your brain, spend a moment with it. Follow paths that have no obvious purpose other than to satisfy a whim. It could be an article or a conference session that intrigues you; a book that you inexplicably notice; a person to whom you are introduced. It’s tempting to let these opportunities pass, but you do so at your creative peril. They become the Lego bricks, tinker toys, and pipe cleaners from which your creative masterpieces emerge. My Kenyan experience was the product of scores of conversations, books, lunches, and papers that seemed to have little immediate value. But I invested in them anyway — and it paid off.

Keep a shoebox. 

Next, find a way to collect and organize your experiences. For example, when I read, I fanatically highlight. I then go back and re-read the highlighted passages. And then I cut and paste the best of them into a document so I can easily find them later. This three-step process (highlight, review, organize) increases the likelihood that I retain the information and, eventually, am able to conjure fertile connections between all the tidbits. During that same transcontinental flight, I think somewhere over Egypt, a memory of a book on large group decision-making that I had read five years earlier tickled its way to my consciousness. I had not thought of the book since, but I had highlighted, re-read, and tagged it at the time, so I opened my laptop and reviewed key ideas that would inform the agenda our group used to leap forward in coming days.

Do things that don’t interest you.

Early in my career, Will Marre, the founding president of Stephen Covey’s training company, admonished me to subscribe to a handful of business journals he listed, then added, “And every time you read one, be sure to read at least one article that holds no interest for you.” I’ve been rewarded time and again for doing so. Many things that end of up in my shoebox have come from conference workshops, articles, or online videos that began as a chore and ended with an insight. My work in Kenya, for example, was heavily influenced by a Christian Science Monitor article I had forced myself to read 10 years earlier. Sometimes, we call things “boring” simply because they lie outside the box we are currently in.

 

Invite uncomfortable conversations.  

Another great creative stimulus is to regularly engage in conversations with people from whom you might normally recoil. Three of the more unexpectedly fruitful conversations of my life were with a racist cabby in London, a drug dealer seatmate on a plane, and an extremist political advocate in Puerto Rico. While I didn’t change teams as a result of these conversations, I gained valuable perspectives from lives I will never live. This discipline helped me find the psychological flexibility I needed in Kenya. At times, a member of our group engaged in the graft so common to their experience. I needed to find a balance between empathy and accountability. Long practice in grappling with others’ realities helped me approach the situation with determination rather than disgust.

Stop and work when it hits.

I can tell when something is coalescing inside of me. At an unexpected time, I will feel a rush of clarity. The final discipline of inviting creativity is to honor these moments by writing. If I interrupt whatever is happening at the time to transcribe and organize my thought flow, I accelerate the development of ideas.

This three-step process (highlight, review, organize) increases the likelihood that I retain the information and, eventually, am able to conjure fertile connections between all the tidbits.

If I ignore those moments — or try to kick them down the road — I find them impossible to re-conjure. I lose emerging clarity and slow the process. A couple of hours from Nairobi, I felt a rush of ideas. I was exhausted and drowsy, but I recognized the first symptom of inspiration for what it was. Before the plane landed, I had a powerful opening speech written as though it had been dictated. I simultaneously envisioned the two-day group process that helped the group coalesce around a detailed and hopeful strategy.

Over the next two years, I helped my 300 co-conspirators form a worker-owned cooperative. From their meager but collective efforts, they assembled enough capital to begin an enterprise that employed many of them. These experiences contributed to the founding of a non-profit that has, to date, helped tens of millions around the world to improve their economic circumstances.

Creativity may always be part mystery. But we can all practice disciplines that invite its beneficent arrival.

By Joseph Grenny;

Sourced from ascend

By Brian D. Evans,

There are plenty of benefits to being a trailblazer.

From the moment we start crawling, we’re programmed to look to those around us and mimic what they’re doing. A huge part of growing up is simply learning to replicate other’s actions in order to fit in with family, friends, and society at large.

But for many people, especially entrepreneurs, there are plenty of benefits to taking a slightly different path.

I don’t mean you have to necessarily abandon what works for everyone—there’s no need to reinvent the wheel at every turn—but experimentation is crucial to success. In fact, most successful entrepreneurs I know didn’t follow a script. Instead, they found a different way to approach a problem and managed to create a better solution than anyone else before them.

Here’s why every aspiring entrepreneur can find value in wandering off the beaten path:

You find your own formula.

Today, you can use a formula for just about anything. There’s always a program, a webinar, or a course that purports to teach you the “secret” to doing something well.

I’ve typically stayed away from those types of courses because it’s easy to fall into the trap of buying a product and expecting it to solve all your problems for you. There’s plenty of value in seeing how someone else found success, don’t get me wrong. But the value you get from reading a book or taking a class is more about activating your creativity and helping you think about what your path forward will be.

A webinar isn’t going to do the work for you. In fact, that person’s secret to successmay have been dependent on a specific set of circumstances or fortunate timing. Even worse, the market may have become saturated after thousands of people jumped in and tried to do the exact same thing.

You can’t buy the formula to success—you have to discover it on your own.

Your creativity gets a boost.

Following your own path creates a virtuous creative circle. You have to be creative in order to do something new, and by using that part of your brain repeatedly, you become better at thinking creatively.

When you follow someone else’s footsteps exactly, you’re essentially checking items off a list. It’s possible you might have to use some creativity to accomplish them, but it’s not the same as truly creating a new path.

If you have to come up with that checklist yourself and develop the entire strategy behind it, that’s a different story. Personally, I find that when I have to create my own path, something activates in my brain. It feels like all neurons are firing, and I start coming up with ideas on how to do things even better.

Remember, the more you work on thinking a little differently than everyone else, the better you’ll get at it.

You feel energized and empowered.

One of the most important aspects of following your own path is the feeling you get when you realize you’ve done something great.

I’ve always felt a sense of accomplishment when I’ve had success, whether or not it was my own idea. There’s something about following your own path that’s extremely empowering. You look around and realize, “I did this. I should be proud of myself.”

When you just copy what someone else has done, you don’t get the same sense of empowerment or the same confidence boost.

You perform at your best.

To get to the highest level of competition—business, sports, music—you have to follow your own path.

Because in any competitive field, you’ll quickly reach a point everyone is talented and works hard. Everyone knows the game inside and out. There are no easy wins anymore. If you’re going to succeed, you have to be able to do something a little different, to make a unique move.

It’s easy to see this dynamic at work when you watch competitive chess. When two grandmasters play, both of them know every strategy and gambit. In order to win, one of them has to use their creativity to employ a maneuver in a unique way.

Honestly, you can get fairly far by copying what other people do. But to reach true heights, you have to follow your own path.

You develop a sixth sense about ideas.

Finding your own route doesn’t necessarily mean you’ll have a consistent string of victories or success stories to tell people about. You’ll have ups and downs just like anyone else.

But after a while, you’ll learn to gauge the merit of an idea or a venture by how you feel about it.

You’ll start on a new project, and even though you may not immediately start making money or finding customers, you’ll feel that sense of energy and empowerment that you had in other promising situations. That part of your brain lights up again and you just know you’re on to something with plenty of potential.

When you thoughtfully deviate from what everyone else is doing, you get the best of both worlds. You can take what you know works, and then use your creativity to build something uniquely your own—something no one else has done before.

And while that path may not be taken as often, it’s the surer route to success.

Originally published on Quora.

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Feature Image Credit: MaDedee/Shutterstock

By Brian D. Evans,

Inc. 500 Entrepreneur / Founder at Influencive

Sourced from Thrive Global

Sourced from PHYS ORG

Are we hooked like digital junkies or can we wean ourselves away from the screens which dominate our lives?

Between distractions, diversions and the flickering allure of a random suggestion, the major computer platforms aim to keep us glued to our screens come what may. Now some think it is time to escape the tyranny of the digital age.

Everyone staring for hours at a screen has had some exposure to “captology”—a word coined by behavioural scientist BJ Fogg to describe the invisible and manipulative way in which technology can persuade and influence those using it.

“There is nothing we can do, like it or not, where we can escape persuasive technology,” this Stanford University researcher wrote in 2010.

All of us experience this “persuasive technology” on a daily basis, whether it’s through the endlessly-scrollable Facebook or the autoplay function on Netflix or YouTube, where one video flows seamlessly into another.

“This wasn’t a design ‘accident’, it was created and introduced with the aim of keeping us on a certain platform,” says user experience (UX) designer Lenaic Faure.

Working with “Designers Ethiques”, a French collective seeking to push a socially responsible approach to digital design, Faure has developed a method for assessing whether the attention-grabbing element of an app “is ethically defensible.”

In the case of YouTube, for example, if you follow the automatic suggestions, “there is a sort of dissonance created between the user’s initial aim” of watching a certain video and “what is introduced to try and keep him or her on the platform,” he says.

Ultimately the aim is to expose the user to partner advertisements and better understand his tastes and habits.

Dark patterns

UX designer Harry Brignull describes such interactions as “dark patterns”, defining them as interfaces that have been carefully crafted to trick users into doing things they may not have wanted to do.

“It describes this kind of design pattern—kind of evil, manipulative and deceptive,” he told AFP, saying the aim was to “make you do what the developers want you to do.”

One example is that of the newly-introduced EU data protection rules which require websites to demand users’ consent before being able to collect their valuable personal data.

“You can make it very, very easy to make people click ‘OK’ but how can you opt out, how can you say ‘no’?”

Even for him, as a professional, it can take at least a minute to find out how to refuse.

In today’s digital world, attention time is a most valuable resource.

“The digital economy is based upon competition to consume humans’ attention. This competition has existed for a long time but the current generation of tools for consuming attention is far more effective than previous generations,” said David SH Rosenthal in a Pew Research Center study in April 2018.

“Economies of scale and network effects have placed control of these tools in a very small number of exceptionally powerful companies. These companies are driven by the need to consume more and more of the available attention to maximise profit.”

Internet as tool, not trap

Faure suggests that for a design to be considered responsible, the objective of the developer and that of the user must largely line up and equate to the straightforward delivery of information.

But if the design modifies or manipulates the user, directing them towards something they did not ask for, that should then be classed as irresponsible, he says.

French engineering student Tim Krief has come up with a browser extension called Minimal, which offers users a “less attention-grabbing internet experience” on the grounds that the internet “should be a tool, not a trap”.

The extension aims to mask the more “harmful” suggestions channelled through the major platforms.

An open source project, the extension should “make users more aware about such issues”, Krief says.

“We don’t attribute enough importance to this attention economy because it seems invisible.”

Design as a defence

But is this enough to fight the attention-grabbing tactics of powerful internet giants?

Brignull believes some designers can bring about change but are likely to be restricted by the wider strategy of the company they work for.

“I think they will have some impact, a little impact, but if they work in companies, those companies have a strategy… so it can be very difficult to have an impact on the companies themselves.”

Isabelle Falque-Pierrotin, former head of the French Data Protection Authority (CNIL) also believes that design can be used to effect positive change.

“Design could be another defence whose firepower could be used against making individuals the ‘playthings'” of developers, she said in January in a presentation on the “attention economy.”

Faure says he has seen a growing demand for an ethical approach to digital design and thinks his method could help “bring better understanding between users of services and the people who design them.”

This type of initiative “could be a way to tell the big platforms that such persuasive designs really bother us,” Krief says.

Sourced from PHYS ORG

By

With tech speeding ahead, what’s in store for creatives? We asked the pros for their best guess.

With the first few months of 2019 behind us, it looks like the old adage is true: the only constant is change.

For creatives, that’s good news. As organizations look to navigate new technologies such as artificial intelligence and machine learning, they are increasingly relying on the help of those who can think creatively, innovate and adapt.

Hoping to get a pulse on where things are headed, we asked a handful of seasoned digital creatives across a variety of disciplines to help marketers, designers, and other creatives spot opportunities this year. And we got what we hoped for—completely different perspectives that all hold equal merit in our consideration of the current landscape.

1. A shift to work that’s less slick, but more impactful
Charlie Weisman, associate director of business development, Big Spaceship

“Looks aren’t everything. A couple of years ago an agency could get by simply making good-looking work. Today every design detail big and small needs to derive from data-driven insights. A proper agency still needs to be able to make beautiful creative, but leading with an understanding of the audience’s culture and behaviors will yield the most effective results. In some cases, this might even mean intentionally trading polish for authenticity.”

2. A concerted effort to break through the ‘sea of sameness’
Rina Miele, creative director and designer, Honey Design

“The biggest change in 2019 is focus, projects used to be all about aesthetics & things were more linear. Lately I feel pushed in other directions, including the use of a multitude of new tools beyond just visual design and the oversimplification of look-and-feel itself. Both are in service of a better user experience, but I feel design is losing its essence, it’s soul. Design is less about art direction than it used to be. This is a new challenge — keeping projects looking different in a sea of sameness. We must stay vigilant in maintaining a brand’s personality and perspective when most products look, feel and interact similarly. It is much more difficult to find that ‘je ne sais quoi.’”

3. A wave of totally new immersive experiences
Bryan Le, group director of design, Huge

“5G [high-speed wireless network technology] will make us consider the mobile experience and the range of application is going to change design significantly.

“5G will be leveraged with artificial intelligence and machine learning to create an evolution of personalized, dynamic content. Speed and bandwidth will change how we capture data and provide experiences. I can imagine applications in retail, critical situations for emergency responders, improvements in logistics and in supply chain operations. Cities will become smarter and communicate directly to people. Design can now fully utilize the environment and the space a person is in, in ways that were only ‘blue sky’ concepts before.”

4. The return of playful, emotionally-driven visual storytelling
David Navarro, executive creative director, Ueno

“We should stop talking about the label ‘digital.’ We’re working in a digital world where technology is part of daily life. The medium matters, but the principles of design scale across different touchpoints. Designers needs to think holistically, medium agnostic, and then apply the specifics to each execution.

“A change I am already seeing this year is intention beyond the systems, where visual storytelling is coming back. With type, editorial layouts, use of sound and motion, micro-interactions create rich experiences. A few years back everything went systematic and templatized. That transformation from chaos to systems was great for the maturity of the industry, we had to catch up to make digital design a real business-oriented medium. Now it’s time to bring the feels back!

“Experiences are at the service of the businesses, but also understand that, as humans, design can be emotional and stimulate the playful brain.

“Let’s bring change. Let’s ‘play’ again.”

5. The end of ‘take all we can get’ data collection
Tina Glengary Cordes, owner and strategist, Ambeti

“We need to get smarter about privacy. Society is creeped out by big tech and big data. That data is rarely used for the users’ good, this data is generally used to benefit the company not the user. Companies using our data isn’t going anywhere, but let’s make sure we get something out of the equation.”

6. A more diverse, inclusive workforce
Mike Ramirez, senior integrated producer, Phenomenon

“The biggest change in digital design in 2019 will be the makeup of the people doing the actual design work. Because of inclusion and diversity initiatives, we will see work across the spectrum that is more informed, accessible, and delightful due to the changing face of the modern designer bringing new perspectives to the work.

“Additionally, brands have a huge opportunity to define the ‘aural identity’ of products and services. The proliferation of podcasts and voice interfaces create an opportunity for brand consistency across existing and emerging consumer touch points.”

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With a life mission to create exceptional experience Dave founded interactive design firm metajive in 1999. Focused on collaborating with his clients and team Dave is always looking for new opportunities to disrupt. When Dave isn’t working he’s trying to catch a few waves.

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What can you learn from enterprising firms who push tech to new limits? It is time to be inspired to experiment with innovative technology that supports BIM. The software that opens projects up to unlimited possibilities is the one that helps you benefit from ground-breaking techniques. For firms, using ARCHICAD, 3D modeling photorealism and VR experiences are more than gimmicks. These technologies are part of a powerful toolset that opens the door to unlimited possibilities. Hear from the firms who have unlocked that power in By Design: The Next Frontier.

“The Next Frontier” highlights an inspiring approach to design, coordination and project management – rooted in BIM and enabled by the design flexibility found in ARCHICAD. Three firms explore the way every aspect of their design process can be used to collaborate with the structural engineer, inform the contractor and the owner on a higher level.

Their approach to communicating design and maintaining open collaboration changed their workflow for the better. Including 3D modeling, photorealism, VR and AR – all supported in ARCHICAD – enhances the conversations they have with clients, it enriches the process and leads to new work. Technological advances partnered with the power of ARCHICAD allows firms to leverage technology, help their clients be more engaged and make their projects more efficient.

Three Architecture Firms Explore the Benefits of BIM in "By Design: The Next Frontier"

Communicating changes, cost, quantities, sequencing in addition to great design add up to running the project efficiently. Contractors want that added level of clarity, all stakeholders want the accurate and complete data set. A smoother, more efficient process is out there for you and your client – engineers and architects working in the same virtual model to name just one benefit.

Be inspired by the revolutionary firms who embrace the fascinating things that come from having the right combination of technology and innovation.

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Amid a ferris-wheeling slew of scandals with respect to objectionable content across its air, YouTube has reportedly been developing a new algorithm to reward content of “quality.”

According to Bloomberg, YouTube has been developing two internal metrics over the past two years — one that is straightforward and gauges total time spent on the service (including posting and reading comments; not just watching videos) and a second that is slightly more nebulous, which the video giant is still working out. This second stat, per Bloomberg, is being referred to internally as ‘Quality Watch Time‘, and aims to identify content that is not only appropriate but constructive and responsible in some way.

Such an algorithmic development would presumably seek to help YouTube promote ‘quality’ videos — whatever that means — while marginalizing inappropriate videos and extremism. That said, the quality watch time metric could reportedly be used to calculate more than just video recommendations, according to Bloomberg, and is also being considered in realms like search results, ad distribution, and creator compensation. In prizing videos that are constructive and responsible, the metric would also help to combat the growing notion that YouTube is addictive and encouraging of mindless entertainment, according to Bloomberg.

YouTube has not finalized how quality watch time metric will be measured. And Bloomberg notes that coming up with a scalabe notion of ‘quality’ as ascertained by machine technology — or even human reviewers — feels like something of a herculean feat given the enormity of YouTube’s library and the variety of opinions out in the world.

YouTube told Bloomberg that “there are many metrics that we use to measure success,” but declined to comment on the development of either new metric.

YouTube implemented the ‘Watch Time‘ metric in 2012, replacing individual video views as its measurement of choice, despite the fact that critics both inside and outside of the company felt like such a shift could reward inappropriate and attention-seeking behavior, according to Bloomberg. YouTube declined to comment to the outlet about whether it might abandon watch time in favor of quality watch time.

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is capable of making music, but does that make AI an artist? As AI begins to reshape how music is made, our legal systems are going to be confronted with some messy questions regarding authorship. Do AI algorithms create their own work, or is it the humans behind them? What happens if AI software trained solely on Beyoncé creates a track that sounds just like her? “I won’t mince words,” says Jonathan Bailey, CTO of iZotope. “This is a total legal clusterfuck.”

The word “human” does not appear at all in US copyright law, and there’s not much existing litigation around the word’s absence. This has created a giant gray area and left AI’s place in copyright unclear. It also means the law doesn’t account for AI’s unique abilities, like its potential to work endlessly and mimic the sound of a specific artist. Depending on how legal decisions shake out, AI systems could become a valuable tool to assist creativity, a nuisance ripping off hard-working human musicians, or both.


already face the possibility of AI being used to mimic their style, and current copyright law may allow it. Say an AI system is trained exclusively on Beyoncé’s music. “A Botyoncé, if you will, or BeyoncAI,” says Meredith Rose, policy counsel at Public Knowledge. If that system then makes music that sounds like Beyoncé, is Beyoncé owed anything? Several legal experts believe the answer is “no.”

“There’s nothing legally requiring you to give her any profits from it unless you’re directly sampling,” Rose says. There’s room for debate, she says, over whether this is good for musicians. “I think courts and our general instinct would say, ‘Well, if an algorithm is only fed Beyoncé songs and the output is a piece of music, it’s a robot. It clearly couldn’t have added anything to this, and there’s nothing original there.’”

Law is generally reluctant to protect things “in the style of,” as musicians are influenced by other musicians all the time, says Chris Mammen, partner at Womble Bond Dickinson. “Should the original artist whose style is being used to train an AI be allowed to have any [intellectual property] rights in the resulting recording? The traditional answer may well be ‘no,’” Mammen says, “because the resulting work is not an original work of authorship by that artist.”

For there to be a copyright issue, the AI program would have to create a song that sounds like an already existing song. It could also be an issue if an AI-created work were marketed as sounding like a particular artist without that artist’s consent, in which case, it could violate persona or trademark protections, Rose says.

“It’s not about Beyoncé’s general output. It’s about one work at a time,” says Edward Klaris, managing partner at Klaris Law. The AI-made track couldn’t just sound like Beyoncé, in general, it would have to sound like a specific song she made. “If that occurred,” says Klaris, “I think there’s a pretty good case for copyright infringement.”

Directly training an AI on a particular artist could lead to other legal issues, though. Entertainment lawyer Jeff Becker of Swanson, Martin & Bell, says an AI program’s creator could potentially violate a copyright owner’s exclusive rights to reproduce their work and create derivative works based upon the original material. “If an AI company copies and imports a copyrightable song into its computer system to train it to sound like a particular artist,” says Becker, “I see several potential issues that could exist.”

It’s not even clear whether AI can legally be trained on copyrighted music in the first place. When you purchase a song, Mammen asks, are you also purchasing the right to use its audio as AI training data? Several of the experts The Verge spoke to for this piece say there isn’t a good answer to that question.

During a panel The Verge recently hosted on the state of AI and music at Winter Music Conference, which included Bailey; Matt Aimonetti, CTO of Splice; and Taishi Fukuyama, CMO of Amadeus Code, an audience member asked just that. “What if I wanted to license my catalog to a company so its AI could learn from it?”

“Currently,” replied Aimonetti, “there’s no need for that.”

Even if an AI system did closely mimic an artist’s sound, an artist might have trouble proving the AI was designed to mimic them, says Aimonetti. With copyright, you have to prove the infringing author was reasonably exposed to the work they’re accused of ripping off. If a copyright claim were filed against a musical work made by an AI, how could anyone prove an algorithm was trained on the song or artist it allegedly infringes on? It’s not an easy task to reverse engineer a neural network to see what songs it was fed because it’s “ultimately just a collection of numerical weights and a configuration,” says Bailey. Additionally, while there are scores of lawsuits where artists were sued by other artists for failing to credit them on works, a company could say its AI is a trade secret, and artists would have to fight in court to discover how the program works.

“Getting to that point might only be available to the biggest artists that can afford it,” says Becker.


law will also have to contend with the bigger issue of authorship. That is, can an AI system claim legal authorship of the music it produces, or does that belong to the humans who created the software?

Arguments about whether code can be the author of a musical work in the US are over 50 years old. In 1965, the Copyright Office brought up this concern in its annual report under a section titled “Problems Arising From Computer Technology.” The report says the office had already received one application for a musical composition made by a computer, and it “is certain that both the number of works proximately produced or ‘written’ by computers and the problems of the Copyright Office in this area will increase.”

Despite this early warning flag, current US copyright law is still vague when discussing authorship of works that weren’t created by humans. For now, lawyers are still grappling with the implications of one ruling, in particular, which doesn’t involve computers or AI at all: it’s about a monkey taking a selfie.

The case centered on a crested macaque that picked up the remote trigger for a photographer’s camera and took photos of itself. The resulting debate was over which creator should own the copyright: the photographer who set up the camera and optimized the settings for a facial close-up, or the monkey that pressed the remote trigger and took the photograph.

Ultimately, the US Court of Appeals for the Ninth Circuit decided that the monkey could not hold a copyright. The court made two points: the copyright law’s inclusion of terms like “children” and “spouse” imply an author must be human, and although courts have allowed corporations to sue, corporations “are formed and owned by humans; they are not formed or owned by animals.”

Many outlets used the monkey selfie ruling to discuss implications about artificial intelligence and authorship. If a monkey can’t own a copyright, it goes, then what about a song created entirely by AI? Would authorship go to the humans who created the AI, the AI itself, or the public domain?

The heart of this problem is that current US copyright law never differentiates between humans and non-humans. But, the Compendium of US Copyright Office Practices actually spends a lot of time talking about how humanness is a requirement for being considered a legal author. In an internal staff guidebook for the Copyright Office, the Compendium has a section titled, “The Human Authorship Requirement.” There’s also a separate bit to address copyright when a work lacks a human author. According to the Compendium, plants can’t be authors. Neither can supernatural beings or “works produced by a machine or mere mechanical process that operates randomly or automatically without any creative input or intervention from a human author.”

The Compendium has been updated to note that “a photograph taken by a monkey” cannot be given a copyright. But there’s nothing yet on AI.


mashup of all of these weird problems happened just weeks ago. Recently, the developers behind Endel, an app that uses AI to generate reactive, personalized “soundscapes,” signed a distribution deal with Warner Music. As part of the contract, Warner needed to know how to credit each track in order to register the copyrights. The company was initially stumped with what to list for “songwriter,” as it used AI to generate all of the audio. Ultimately, founder Oleg Stavitsky told The Verge, the team decided to list all six employees at Endel as the songwriters for all 600 tracks. “I have songwriting credits,” said Stavitsky, “even though I don’t know how to write a song.”

It sounds like a ludicrous outcome, but preventing humans from obtaining copyright on AI-assisted works could limit our ability to use these algorithms for creative purposes. “If you accept AI-generated work as a new form of art and take away the intellectual property rights of the person who created the algorithm,” says Klaris, “you’ve basically said, ‘you’re out,’ and take away their incentive to create.”

Endel was able to list its employees as songwriters because, in the US, you only need someone to claim they authored a work. But if there’s pushback — like in the monkey selfie case — authors have to prove that they made the work in question. The same might have to be done for music and AI in order to establish any precedent about how to treat this type of material in copyright law moving forward. And there are a million ways to parse the problem.

For now, there are far more questions than there are answers. If you take these problems a few steps further, you get into issues around AI and legal personhood that start to get “existential,” says Rose. Can software be creative? What if an AI software’s creations belong to no one at all?

“We haven’t figured it out,” Becker says. “This road is literally being paved as we’re walking on it.”

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