By Greg Allardice 26 May, 2017
Code Club Australia General Manager Kelly Tagalan recently spoke with Media Futures about why learning code is important. Code Club was designed for school age children but as Kelly reports there are also applications for business. Here is what Kelly had to say.

Q1 . Why is learning code important


It actually goes beyond coding and we say coding is not the outcome we want kids to be creative thinkers and to solve problems. We want kids to break down complex problems into simple steps and conquer big questions like why is there too much traffic in Sydney.



Q 2. How can business take advantage of Code Club


There are a couple of ways that business can get involved. Firstly by volunteering say an hour a week the other way how are going to find and maintain top talent. Other ways are to come in to Code Club or even bring your kid to work day where Code Club can show and transfer skills and give a look at what it’s like to work inside a technology company. At times businesses become mentors and that’s a great outcome for code club.



Q 3. How can business benefit by building proprietary online systems using code.


When we build proprietary code we own it outright and are able to experiment with it more. From there we learn about the outcomes that the technology is bringing about. Most Australian companies use technology that was brought over from the USA or Europe. Building proprietary technology is how we are going to solve specific Australian issues and having that skill set here is absolutely the key to innovating the country and moving away from outsourcing or replicate business ideas from overseas.

Media Futures views learning code as a component of Media Policy, Media Strategy, Media Planning , Media Buying and Media Audit. If it has not been addressed, talk with Code Club, it might unlock new opportunities for your business.

By Greg Allardice 16 May, 2017
SEO Efficiency covers a raft of options but the two main platforms hinge around your website and Facebook. In other words double your chances. Facebook as an example is good for new offers and new products, it's an easy to read format and users can post comments.  Consider it as a quick stop and look experience.
A Facebook post is easy to do and will go to your current data base or connections.
For more content , deeper explanations and detail of offers your website is the place to be. The richer data and content should be designed to draw in the user and give as much detail as is required for the reader to make an informed decision on whether or not to contact you and do business now or in the future. 

SEO is enhanced by using both platforms. From there add on other online tools and platforms that can assist your SEO and put you at the top of the page.

Media Policy, Media Strategy, Media Planning, Media Buying and Media Audit should include the mix of Facebook and website as a standard practice. Double your impact with this simple rule of thumb. 

Media Futures presents industry articles in the constant search for improving return on media investment.
By Greg Allardice 08 May, 2017
Standard audience reporting across all mediums from an independent third party will ensure a level playing field.
TV, Radio Print / Press and Outdoor have industry recognised audience reporting procedures, though the media category with half the media spend does not. This refers directly to digital audiences which at times are suspect and not the real deal. The industry and particularly advertisers need to have industry recognised comparable figures. In essence a level playing field. Any media owner can make a claim of what their audience is, however this can never be reliable. If there is to a level playing field in audience measurement it is overdue and is a matter of priority. Billions of dollars in media funds cannot go down the drain because the medium chooses not to be audited or at worst fudges it's own figures.
If your media policy, media strategy, media planning, media buying and media audit have not addressed a level playing fielding audience measurement, it's time to force this to occur.
Media Futures presents industry articles in the constant quest for improvement in media return on investment.

By Greg Allardice 28 Apr, 2017
In an age where the internet has made everything instantly global, the "think local" tag is often overlooked. Media started as local entities with the local newspaper, then local radio station, then local TV stations, local outdoor signage and local promotions. However even in a global media market "think local" still applies. People can only live in one place at a time, so local media will never die out. Consumers are looking to connect with local retail, entertainment, restaurants, cafes and leisure in their local area. The view that local media is dead is simply not true. Even online usages are local. Instant messaging apps such as Kakao in Korea and We Chat in China are examples of localised online models that do not have a global user base or presence. "Think Local" makes sense. The media trend to be all things to all people is a misnomer. One size does not fit all in media. It pays to do your Media Policy, Media Strategy, Media Planning, Media Buying and Media Audit around Localism. Then expand your thinking based on the availability of your product, brand or service.  Media Futures presents industry based articles in the constant search to improve return on media investment.


By Greg Allardice 26 Apr, 2017
There is no denying that the smartphone has already changed the way people communicate and as a result also the way that advertisers can communicate. AI or artificial intelligence is the next step in media campaigns and in particular voice intelligence where the consumer speaks to their smartphone and through voice only without visuals a two way transaction takes place. This opens up a new offering for advertisers where the traditional one messaging or commercial is replaced with artificial intelligence via voice. The shift is to assistance based marketing , where the personalisation of the interaction takes over. For example, consumer says to smartphone book my airline ticket from A to B on this day at this time. The machine is programmed to understand the local language, tonality and needs. The machine does the rest, booking the ticket and issuing payment details. Does this sound fanciful? No it's not, as the technology is in it's infancy and over the course of the next few years will be reality. This takes the use of media to a new level of fulfilment. It will be common place and so simple our friend in the photo could use it.
Your Media Policy, Media Strategy, Media Planning, Media Buying and Media Audit can take advantage of artificial intelligence. If you have not addressed AI and if it is suitable for your business, Media Futures recommends you seek out an independent media specialist. Media Futures presents articles in the constant search for improving return on media investment.
By Greg Allardice 23 Apr, 2017
The role of commercial media is to entice you to spend your media budget and spend it all with them. However rarely if ever does the media or the media agency ever say STOP spending your money or simply STOP for a period of time. 

A wise media specialist will be across 2 sets of business conditions, firstly what's happening in your business on a daily basis and secondly what's happening in the media market. Often there comes a time when the media specialist needs to advise you to STOP media spending because your business does not need media at that point of time, there are issues within your organisation that no amount of media will fix, your  future business conditions are mapped out well enough to have a clear picture of the road ahead or that the media market is not right; IE it is not the right time to invest your media budget.  

In other terms knowing the right time to STOP and advise you, the client,  clearly why their media budget should be held back and conserved for a concerted effort at a later date. 

If your media specialist has not got the guts to advise you when to STOP spending in the media  then it's time your media policy, media strategy, media planning, media buying and media audit are due for a re think.

Media Futures presents articles in the search for ever improving return on media investment.
By Greg Allardice 17 Apr, 2017
Longer form lengths of video messaging such as 30 and 60 secs in online settings are on the way out.  They simply are too long in an age of nano second communication. Attention spans are best catered to in short form messages like the six second "Bumper Ads" . This definitely applies to mobile phone video messaging.

These are non skippable and in essence " force " the audience to watch. These come at a premium price but are worth it in your media mix. 
There is nothing worse than an audience who click you off and you still pay for the click.  What a waste of money.  But so many just keep throwing their media budget down the drain. So it pays to go short and pay for the full six seconds.  When linked to remarketing it's a powerful combination.

If your media policy, media strategy, media planning , media planning and media buying have not addressed short form online video it's worth considering. Media Futures presents articles in the interest of improving ROI and best practice in media.
By Greg Allardice 12 Apr, 2017
 Most media consists of one way messages. The viewer or reader sees the message and hopefully they might interact with you product. Now add on Blockchain where the media user can click and be connected to a one to one transaction system from Point A to point B. The money part is completed directly not through third party. The transaction is via an open decentralised database community. Think about the applications for your business. You the advertiser and the buyer are a one to one transaction eliminating third parties. This link came from extending your media technology over and above a one way message.If your media policy, media strategy, media planning and media buying have not addressed Blockchain it's time to include it into you media thinking.
Media Futures presents articles of interest with the aim of always improving media practices.
By Greg Allardice 11 Apr, 2017
Search is a daily task for most, looking for the right product or service and wanting it fast. Are you aware of the subtle search changes and in particular Google search?  There used to be 11 paid search advertisements on the right hand side of the page, however this has been reduced to seven. This came about through an eye mapping study in 2005 which found that paid search listings were receiving less attention. Reading patterns had evolved into more vertical patterns and less of the original F pattern of page reading.This change has been compounded by a preference towards showing mobile sites. Hence search results are more concise. This means less options for advertisers. The value of a top three listing for paid search becomes very competitive which means the cost per click goes up. So who makes more money? Google of course. This puts more pressure on your media budget and it is likely you are paying more to reach the same market. From a media buying perspective that is not a good thing. 

Online search is an art as is all media buying. There is no such thing as a sure bet and persisting with the old ways of buying paid search are a waste of money. Media Futures recommends a mix of long tail key keywords and quality content before considering paid search, therefore enhancing organic search results.  Paid search is an additive when you need more responses over a fixed period of time.

If your media policy, media strategy, media planning, media buying and media audit in the online space have not addressed search, it is time to sit down and upgrade your online practices. Media Futures presents industry based articles in the constant quest for maximising media ROI.

By Greg Allardice 07 Apr, 2017
The media industry appears to be in a state of turmoil, a dog eat dog existence that has no foundation nor a purpose for the future. Against a back drop of fragmented media offerings, declining audiences, flat revenues, online media scandals and lack of placement transparency, is it any wonder that a call for a "Back to Basics" approach is not unreasonable? 

For media strategy, media planning, media buying and media audit, the keys of "Back to Basics" can be defined as follows -

* Clearly define your core audience
* What is a fair price to effectively reach that audience and have your message seen or heard
* What is the ideal reach and frequency of repetition to make your message remembered
* Conduct an audit of performance measured by industry recognised and approved audience numbers

If your media has not undergone a "Back to Basics" make over, then it is worth it to turn off your media spending whilst you reconsider what truly works and what is simply a waste of money. Hit and miss frantic media activities in this current environment do not work and will only get worse if you continue to be sucked into the vortex of the popularity vote .......
IE: participating blindly in what is the latest and hottest medium mentality

" Back to Basics" is recommended for those advertisers and marketers who want responsible media practices and who seek to gain the optimum ROI . Are you courageous enough to turn off your media spend whilst you review what is truly going on?

Media Futures presents industry related articles in the search for the best possible and professional practices in Media Policy, Media Strategy, Media Planning, Media Buying and Media Audit
More Posts

Media Futures considers the total business
environment in which you operate,
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The art of media planning and buying has been practised for years: what is it that makes the essential difference between a successful or a mediocre campaign?

Media Futures considers the total business environment in which you operate, not just media in isolation. Media is critical to the message, but is not the stand alone element. Media needs to be linked to your marketing, business and growth plans.
Greg Allardice


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Online Media Strategy is all about content. Engaging content that allows me to learn more, talk freely online or seek more information.
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Media Planning

Media Planning is truly an art, not a science. Time was when media planning was all about TARPS and weeks on air.

Media Futures believes in the principle of "Tailor Made Solutions" 
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Managing Too Many Media Channels

Media Strategy

Maximise Your Media For Your Budget


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