Four stories you need to read

Emma Wilkinson

May 22, 2012

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We’re always keeping an eye on the latest digital developments, and this week kicked off with four stories that highlight just how quickly the digital revolution is progressing.

We start off in one of the last bastions of the non-digital: the bookshop. The neatly stacked shelves holding row upon row of reading material, the well-read staff, the quietly intellectual atmosphere. And now, in recognition of e-readers, a dedicated digital area and free wi-fi access. At least that’s the case in Waterstones, which is going to sell Amazon’s Kindle book reader. Waterstones is embracing digital while it seems Amazon is getting a slice of the high-street audience.

From books to newspapers next.  The Newspaper Marketing Agency has rebranded as Newsworks in recognition of the fact that the old language of press and paper doesn’t fit any more.

Looking even further into the future, it appears that 3D gesture control technology is starting to go mainstream. The FT has blogged about the launch of a new gesture-control device that allows touch-typing or even playing a piano in the air. In the future, the FT says that finger and hand movements could reduce the need for a keyboard, mouse or touchscreen.

Finally, as the Olympic Torch relay begins, the BBC is broadcasting every second of the 8,000 mile journey for us to watch on our tablets, mobiles and laptops
wherever we are. We truly are in an always-on, digital world.

Let us know your #FutureOfDigital stories by tweeting us at @AdobeUK.

Teaching old dogs new tricks…

Emma Wilkinson

May 21, 2012

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If someone asked you to think about digital marketing, specifically its applications, what it’s used for and who benefits from it, you’d be forgiven for thinking that big multi-national brands with enormous budgets were the ones doing it best.

And to an extent of course you would be right – well known brands have indeed been amongst the first to truly embrace the potential of digital marketing and are at the forefront of using new technology to connect with their customers. But what you might not realise is that many other types of organisations across the not-for-profit, private and public sector are using the explosion in digital to connect with their stakeholders too.

In fact, a recent trend in the charity sector is organisations turning to social media to connect with potential donors. For example, in April the RSPCA (@RSPCA_official) launched its AnimalNation Facebook ‘pledge’ app to kick-off RSPCA Week which aimed to raise awareness of animal welfare. During the campaign the charity gave people the opportunity to publicly show their support for the RSPCA’s five key animal welfare pledges via the charity’s Facebook page, as well as the opportunity to explore sensitive issues such as animal testing. Perhaps most effective of all, people could ask questions via Facebook to Gavin Grant, the company’s CEO, and talk to RSPCA staff in locations as remote as Malawi. The campaign was backed up by the Twitter hashtag (#AnimalNation) and content on YouTube.

The RSPCA was formed in 1824 and is funded entirely by donations, but despite its maturing years, we think it has gone a very, very, long way in dispelling the myth you can’t teach an old dog new tricks!

Get involved with the conversation by tweeting us @AdobeUK and using #FutureOfDigital. Read more about how Adobe can help with digital publishing here.

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