By Philip Guarino, Elementi Consulting

The fast-evolving world of digital marketing has undergone profound changes over the past year. 2012 will offer us some even more interesting developments.

• Search Engine Optimization (SEO): Content will trump craftiness
• Influencer Management: A new kind of celebrity is born
• Mobile and Tablet: Leapfrogging
• Facebook: Watch those marketing budgets shift
• Video: Emotional and Viral
• Internationalization and Localization: Relevance Rules

For us, E-/MOTIONAL/, the most interesting “trend” is this one:

Video: Emotional and Viral

2012 is likely to be a banner year for video. Infinitely more emotional than text, video is a rich medium that fits perfectly within an ever more social web. 85% of Americans watch videos online, and they watch a lot of them too– over 1.3 billion (yes, billion) videos a day. Studies that show far higher levels of engagement and customer conversion among brands that use video on their websites. We will see the giant of the pack, YouTube, with its new organization and improved functionality make content creation and sharing easier- effectively solidifying its role among social sharing platforms. And innovative firms such as Boston’s Vsnap, whose technology allows users to create and send short video messages will tap into the democratization of content creation and desire for more dynamic sharing. Expect video advertising to grow significantly as it is a far less crowded a space than television.

Finally, 2012 may be the year in which video-powered social shopping technologies like (e)-motional, a tool that allows users to click on, share and purchase items without ever leaving a video, begin to catch on.

Read THE ARTICLE

https://partner.microsoft.com/italy

Moda e Tecnologia Srl is now a Network Member of the Microsoft Partner Network.

E-(MOTIONAL)- the TRUE Interactive Video Technology

http://modatecnologia.eu

2-nd Sportswear International E-Fashion Summit

22.11.2011, Steigenberger Hotel Metropolitan, Frankfurt / Main

The power of “e” – How to establish and sell your brand via web or smartphone

It’s round two for the Sportswear International E-Fashion Summit. An indispensable must for everybody in the industry who truly accepts the challenge to perform successfully online and mobile.

The Topics
• Hot stores and brands online – Highlights, developments and strategies
• Trends in e-commerce – How will the new retail landscape look like and what does this
mean for key participants and investors?
• Trade shows and showrooms – Where to present your brand online
• Local, social, mobile, online – How to sell today
• Tools of brand making, brand selling and brand advertising –
How to create an overall image of your brand in the online world
• Talkable brands – Commitment in times of non-binding nature
• Like, click and buy – How to turn a fan into a loyal consumer
• Shopping 3.0 – Outlook of retail and e-shopping. What is the recipe of e-success?
• Social media for fashionistas – How to get in touch with your brand’s consumers
• Facebook vs. Google+ – How many social networks does a fashion brand need?
• Fashion shopping experience – How to create customized and branded storefronts on
Facebook

MORE INFO, PROGRAM DOWNLOAD

E-(MOTIONAL) INTERACTIVE VIDEO TECHNOLOGY will be presented at the summit.

Marina Garzoni, Andrey Golub are the speakers!

Global Innovation Report 2011 by GDR, One to Watch: E-(motional) at Firenze 4Ever.

“The GDR report is a designer’s roadmap to leading edge design. Each issue fills me with envy, lust, pride and wrath.”,  Creative Director EMEA, NIKE Image Design

Global Innovation Report by GDR Creative Intelligence (UK).

The Global Innovation Report is GDR’s unique quarterly publication.
Compiled exclusively for global consumer brands, we highlight the latest developments in retail and hospitality across the world.

We source everything direct from our global network of designers, creatives and strategists who reveal their latest projects in the detail you need.

Showcasing Innovation Every report delivers a relevant and striking visual narrative of emerging trends impacting key customer touchpoints, including:
interiors, marketing, digital, new technologies, visual merchandising, packaging, product and service design.
Each edition includes GDR’s own in-house features and commissioned articles from international visionaries.

Inspiration & Direction CEOs and Senior global brand executives use our reports and Trend Presentations to enhance their understanding of the future consumer, source and direct creative partners and inspire their organisations to future success.

more info: http://www.gdruk.com

Global Innovation Report.

Issue 42.

As part of Firenze 4Ever, a styling event hosted by independent fashion retailer Luisa Via Roma to promote its new collections, a new type of shoppable video technology called e-(motional) was showcased. Footage was shot at a previous event, where a group of 30 fashion bloggers were invited to style a fashion shoot consisting of three different looks. Videos were recorded as they created the outfits. This footage was overlaid with ‘hotspots’ to create a promo- tional video, which was displayed both on the blogger’s and retailer’s website. These ‘hotspots’ could be clicked to access more detailed information on the product, and a link to purchase the item. The new technology does not use Flash, and can be viewed on any computing device, unlike other shoppable videos. It allows the content to be tagged and linked without editing, and is easily embedded on any website. Items could be shared via Twitter or Facebook.

more info & demo video: http://emotionalmedia.eu/

e-(motional) | Global Innovation Report

E-(motional) allo SMAU, Padova Fiere, pad. 11 “Percorsi dell’Innovazione”

4-5 maggio 2011

Si chiama e-(motional) il brevetto di Moda e Tecnologia SRL, che offre servizi innovativi di advanced media.

Moda e Tecnologia  con e-(motional) sarà presente allo SMAU a Padova, dal 4 al 5 maggio 2011, nei “Percorsi dell’Innovazione” dove sarà possibile incontrare di persona Andrey Golub, CTO e Partner di Moda e Tecnologia, che illustrerà le particolarità di e-(motional).

Video interattivo nel vero senso della parola, e-(motional) è un concentrato di possibili opzioni che danno a chi vede un video in internet, sul PC, sul cellurare o sui tablet  diverse  opportunità. Ecco alcuni modi di utilizzo:

• Guardo il video e cliccando sugli indicatori scelgo quello che mi piace in movimento
• Trascino nella wish list personale quello che mi interessa.
• Condivido su twitter e facebook le scoperte e-(motional).
• Inventory: appare un Indice Digitale del film, clicco su GO e vado subito nel punto del video che mi interessa . Sino ad acquistare online con il supporto della community.

Ma sbaglia chi pensa che e-(motional) sia il solito gadget 2.0  nato solo per condividere o scambiare informazioni: questo prodotto è pensato per dare agli utenti maggiore personalizzazione : quindi spazio alle proprie esigenze, ai propri gusti per poter archiviare informazioni facili da ripescare al momento opportuno, per informarsi, divertirsi, comprare.

La wish list messa a punto da e-(motional) serve all’utente per avere a portata di click, grazie ad una visualizzazione semplice ad icone e non a links, una serie di informazioni e video correlati in base ai suoi gusti, quindi una specie di ricerca “emozionale”, che rende ogni utente unico e speciale. Si avvera così la pubblicità così detta AOD (advertising on-demand), tanto desiderata dagli utenti e poco considerata dai pubblicitari tradizionali, che, riluttanti al cambiamento in atto nella comunicazione, continuano ad imbottire il web con banners spesso fastidiosi, rivogendosi ad una massa indistinta.

Ecco che e-(motional) è l’advanced media al passo con i tempi: si rivolge al singolo, pur essendo utilizzabile  contemporaneamente da migliaia di persone; la  post produzione è easy, i tempi di realizzazione ridottissimi. E-(motional) si applica  in post produzione a qualunque video digitale, è leggero e compatibile con tutti i devices più utilizzati da PC, a cellulari e tablet.

E nel prossimo futuro di e-(motional) c’è anche la TV interattiva, un progetto ambizioso, che stando all’ultima ricerca  “The digital revolution” di OGILVY Corp. Presentata al MipTV di Cannes lo scorso aprile, aprirebbe la strada al vero media del futuro che tutti stanno aspettando, la TV & Internet.

Per maggiori info: press@modatecnologia.com, http://modatecnologia.eu