Sometimes all this content can be overwhelming, but what are we, as consumers, to do? From seeking a balance to platform search and taking responsibility for your own consumption, our network had lots of helpful advice and suggestions. Read on…
Jake Mason — Digital Consultant at Wake The Bear
Jake Mason
As technology advances, particularly in AI, distinguishing authentic from synthetic content becomes more challenging and, in my opinion, there is an urgent need for media literacy programs for the whole population. Equally important is algorithm awareness. Consumers must actively understand and influence the algorithms that curate their feeds to ensure they receive balanced viewpoints. In my opinion this responsibility cannot be left to media companies alone, especially in a profit-driven system. Individuals must take responsibility for their media consumption, training algorithms to serve content that promotes well-rounded perspectives. This conscious consumption is vital in creating a well-informed society where critical thinking prevails.
Jenny Stanley — Managing Director at Appetite Creative
Jenny Stanley
Customer-centric advertising has been made possible by connected packaging. Allowing brands to have a deeper understanding about their customers means marketing messages can be optimised, targeted and tailored. Brands can find out what customers want and track a range of data, including how and when they’re using the product and where they’re buying it. With the target audience easily accessible it’s also a valuable tool for market research and production innovation. Consumers now see QR codes as a normal way to access branded content, games, and experiences — and they’re happy to share their data in exchange for this value. Combined with the rise of connected packaging experiences, brands are increasing their investment in this media channel and the results are impressive. Connected packaging creates experiences that educate customers about the brands and the products, which results in a brand awareness boost. For example, Tetra Pak, the multinational food packaging and processing company: from QR codes on packaging to an eco-themed mobile quiz, the activity educates customers on the brand’s environmental impact and sustainability work.
Ben Clarke — Head of Brand Marketing at Williams Commerce & Un.titled
Ben Clarke
Modern media is often a form of entertainment and information can be sensationalised or taken out of context to increase engagement. You frequently see facts and studies distorted to fit an agenda (see any diet documentary that has appeared on TV), so it’s important to think critically, ask questions and do your own research. Always seek a balance. Even if you agree with an opinion, you can’t achieve a rounded perspective without understanding the opposing view. Remember, sound bites are not facts. Some media outlets are great at spinning an opinion to sound factual. It’s always good to take a step back and ask yourself what the purpose of the content is and whether the source is reputable.
Nathalie Moruzzi — Global Platform & Influencer Lead at Wavemaker
Nathalie Moruzzi
As consumers we see thousands of pieces of content every single day, and thanks to increasingly sophisticated algorithms on platforms we are hooked in by personalised content that feels like it’s been made for us. But we run the risk of sleepwalking into an echo chamber that doesn’t diversify interests or allow us to develop a multi-faceted point of view. We need to consciously find opportunities to hack the algorithm, and critique the content that is surfacing in our feed. An easy approach to this lies within in-platform search. If you’re being served an increasing number of posts on a certain topic, provoke your feed by searching for posts that highlight a different point of view. There’s a great opportunity for brands here, too. The most cultural iconic moments come from provocation, and rarely come from falling in line with what everyone else is doing.
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Sometimes all this content can be overwhelming, but what are we, as consumers, to do? From seeking a balance to platform search and taking responsibility for your own consumption, our network had lots of helpful advice and suggestions. Read on…
Jake Mason — Digital Consultant at Wake The Bear
As technology advances, particularly in AI, distinguishing authentic from synthetic content becomes more challenging and, in my opinion, there is an urgent need for media literacy programs for the whole population. Equally important is algorithm awareness. Consumers must actively understand and influence the algorithms that curate their feeds to ensure they receive balanced viewpoints. In my opinion this responsibility cannot be left to media companies alone, especially in a profit-driven system. Individuals must take responsibility for their media consumption, training algorithms to serve content that promotes well-rounded perspectives. This conscious consumption is vital in creating a well-informed society where critical thinking prevails.
Jenny Stanley — Managing Director at Appetite Creative
Customer-centric advertising has been made possible by connected packaging. Allowing brands to have a deeper understanding about their customers means marketing messages can be optimised, targeted and tailored. Brands can find out what customers want and track a range of data, including how and when they’re using the product and where they’re buying it. With the target audience easily accessible it’s also a valuable tool for market research and production innovation. Consumers now see QR codes as a normal way to access branded content, games, and experiences — and they’re happy to share their data in exchange for this value. Combined with the rise of connected packaging experiences, brands are increasing their investment in this media channel and the results are impressive. Connected packaging creates experiences that educate customers about the brands and the products, which results in a brand awareness boost. For example, Tetra Pak, the multinational food packaging and processing company: from QR codes on packaging to an eco-themed mobile quiz, the activity educates customers on the brand’s environmental impact and sustainability work.
Ben Clarke — Head of Brand Marketing at Williams Commerce & Un.titled
Modern media is often a form of entertainment and information can be sensationalised or taken out of context to increase engagement. You frequently see facts and studies distorted to fit an agenda (see any diet documentary that has appeared on TV), so it’s important to think critically, ask questions and do your own research. Always seek a balance. Even if you agree with an opinion, you can’t achieve a rounded perspective without understanding the opposing view. Remember, sound bites are not facts. Some media outlets are great at spinning an opinion to sound factual. It’s always good to take a step back and ask yourself what the purpose of the content is and whether the source is reputable.
Nathalie Moruzzi — Global Platform & Influencer Lead at Wavemaker
As consumers we see thousands of pieces of content every single day, and thanks to increasingly sophisticated algorithms on platforms we are hooked in by personalised content that feels like it’s been made for us. But we run the risk of sleepwalking into an echo chamber that doesn’t diversify interests or allow us to develop a multi-faceted point of view. We need to consciously find opportunities to hack the algorithm, and critique the content that is surfacing in our feed. An easy approach to this lies within in-platform search. If you’re being served an increasing number of posts on a certain topic, provoke your feed by searching for posts that highlight a different point of view. There’s a great opportunity for brands here, too. The most cultural iconic moments come from provocation, and rarely come from falling in line with what everyone else is doing.
Featured image: Fauxels / Pexels