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DEFINING INSIGHTS

We Got LUCK-Y!

Monday, January 30, 2012 by Darcey Topham
Over the last few months, I have been privileged to work with a talented group of people onHBO Luck Chips a new project for HBO Luck. Working together with the HBO Marketing team, Civic Entertainment Group and Live Stream, we created an application for Facebook that allowed people to become involved in the dark, seedy world of horseracing by practicing making bets on old races before accessing the real betting experience that would lead to a 6-race live Race Day event. An event that would not only be Facebook’s first live racing event, but only the second live sporting event aired over streaming video through their site.

And just saying that we all worked hard is a complete understatement. When you’re dealing with any event that has a live component, there is a definite element of the unknown to contend with. So many “what-ifs” to consider that you have to have a back-up plan for your back-up plan. (Or a “what if our lead developer gets kidnapped by aliens” plan, right PH?) But when you’re dealing with a live event that involves multiple remote locations, having that video fed into a streaming player, that aired on Facebook, and then the data sent through separately to be updated in a quick-turn fashion, you almost feel like you can never be prepared enough.

Luck
When it all comes together, however, it is exhilarating. And when you are lucky enough to have your favorite bar host a viewing/monitoring party to celebrate it, it doesn’t get any better. Unless you’re this guy who got really excited when “Mucho Macho Man” won in the fifth race.

Edited by Ryan Kantor to fit the new blog template 5/4/2011

Big thanks to Justin and all the folks at Diesel Filling Station for their hospitality, support, and participation – seeing people enjoy something we created makes the hard work worth it.

Darcey and Dana at Diesel

d6ers at diesel

My appreciation for Steve Jobs: A Leader in Technology

Thursday, October 6, 2011 by Darcey Topham
Steve Jobs - 1984 - Technology - Apple
The above photo taken from www.wired.com


Thank you, Mr. Jobs.

For being a revolutionary. An innovator. A visionary. It is no understatement that many consider you a genius. You are our generation’s Henry Ford, Thomas Edison, A.G. Bell. You made it possible for us to carry a library of music on something smaller than the size of most wallets. You positioned your company at the forefront of the information technology industry – you didn’t just foresee trends, you set them. At your keynote speech at the Macworld Conference and Expo in 2007, you summed it up this way: “There’s an old Wayne Gretzky quote that I love. ‘I skate to where the puck is going to be, not where it has been.’ And we’ve always tried to do that at Apple. Since the very, very beginning. And we always will.”


You changed the way that people look at design and technology together. You are the template that clients hold up when we ask what they want in a new website. “We want Apple,” they say. What they really want is not just your style, but your ability to bring to light the brilliance of simplicity. Other companies are not keeping up with the Joneses, but trying to keep pace with you.


It is not just the way you looked at technology that changed the world, but the way you looked at the world. You encouraged people to push themselves harder, to think differently, to consider the impossible, possible. You gave a voice to those that pushed the boundaries and questioned everything.

“Here’s to the crazy ones. The misfits. The rebels. The trouble-makers. The round pegs in the square hole. The ones who see things differently. They’re not fond of rules, and they have no respect for the status-quo. You can quote them, disagree with them, glorify, or vilify them. But the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.”

 
We thank you for your contributions, for sharing your gifts, for changing the world.

Brand Emails on Mobile – Should you care? How do you justify program optimization?

Wednesday, September 28, 2011 by Jeremy Bromwell
Last week I attended a great interactive marketing conference in Indianapolis (and yes, got a side dish of Katy Perry while there!) Of all the things I learned about unified marketing, one of the most interesting sessions I attended was about Email Design in the Mobile Inbox Age.  The presenter was Chris Studabaker from ExactTarget.
Definition 6 team at the Katy Perry concert at ExactTarget Connections conference
The Definition 6 team at the Katy Perry concert from ExactTarget Connections 2011.

Chris answered the question “What is mobile email?” with the following explanation: Email + mobile.

From this perspective a mind shift starts to occur and move away from thinking about designing email templates and brand communcations for a mobile device, or for any singular device at all which makes complete sense.  As a “connected consumer” just think of the places you are likely to consume email content: computer, tablet, mobile come to mind immediately.  Intuitively receipients interact different with messages based on the device they are consuming it on.  
Connected consumers

Will I click through email links (or even load images) on my cell phone? Maybe not.
 
On my iPad? I am likely to click through and browse/shop and even purchase on the tablet.
 
Desktop? Standard behavior applies!



As you’d imagine, we can really easily over complicate the issue and instead of inspiring improvement in a campaign become paralyzed and less clear with our goals than when we started so let’s break this down into a few tips, steps, and data points that will help us actually DO something!

Here are a few images of the data that Chris shared:

Email opens by environment graph


Mobile opens by platform graph


Where do subscribers open graph


Email click through chart
The graphs above were created by ExactTarget and distributed to Connections 2011 attendees.

Now that you know more about the landscape, let’s talk about the solution!  There are three things to consider in crafting the solution: The code (technology), visual presentation (content), conversion path optimization (experience). You must balance all of these with the level of investment and projected return. 


I’m going to focus on the content portion of the solution in this post but feel free to contact me if you’d like to talk more about the technology or the experience!

There are 2 major considerations:
- Small screen
- Touch

The mobile inbox has some different display restrictions that are important to consider with your content strategy.
- Subject Line – Display ~35 characters
- Preheader content – Accommodate between ~40 to ~80 character.

Try the following layout guidelines when you look at how you organize your content.
- Make sure the content is readable on a small screen
- Use a grid layout that you can “train” your subscribers and creators to expect
- Try a single column layout for primary content
- Strong language & visuals for primary call to action (CTA)
- No more than 3 columns for secondary content and beyond

Scaling and Text Size Guidelines
- 22px or more for Headlines
- 16-22px for body copy
- iPhone’s automatically scale up text under 12px

In the end it all comes back to your goals and your audience.  Email marketing gives the sender the great ability to data and easy A/B testing on changes so look into your performance, talk to your subscribers, develop an approach, and test!  That’s the only way our campaigns will improve over time because there is no “one size fits all” solution.


Smartphones and the Mobile Internet

Friday, June 3, 2011 by Mark Emery
Background: It’s almost impossible to describe the smartphone market accurately without sounding overly prone to hyperbole. Worldwide, nearly half a billion smartphones will be shipped in 2011. By Christmas of 2011, one in two Americans will have one. Gartner predicts that in 2011, 85% of all handsets shipped globally will be able to access the mobile Internet.

US Smartphone Market ShareUS Smartphone Market ShareIn Q1 of 2011, Android supplanted Apple as the #1 smartphone OS in the U.S. While smartphone manufacturers jockey back and forth with one another for frontrunner status, swapping places with every latest hardware entrant, only feature phones (where the OS is proprietary firmware, and NOT a third-party development environment) are left in the starting blocks; there is little churn in the segment. In fact 2011, according to Nielsen, will be the year smartphones overtake feature phones in global mobile shipments.

For brands looking to build or maintain a mobile presence, the smartphone onslaught simply cannot be ignored. Nor can it be oversimplified. Too many American marketers think mobile is merely a stripped-down digital experience, a checkbox extension of their digital initiatives created automatically through the advent of rich smartphone browsers. The reality is that, worldwide, more people access the Internet through mobile devices than personal computers. It is the first screen, not the third. That over 95% of domestic digital marketing budgets are earmarked for non-mobile initiatives is an unpardonable lack of imagination, courage and good sense.

Smart brands and advertising agencies must consider several factors when evaluating how to create a mobile presence for smartphones. First the upside of browser-based mobile applications:  

  • Write once, run anywhere: This is the siren’s call of mobile that promises cost efficiencies by keeping the time spent creating, maintaining and updating applications to a minimum through the utilization of a tool-based multi-platform design paradigm.

  • Universal browser availability: A rich browsing experience is all but universal in the smartphone market. If a brand presence can be defined and made accessible through a mobile web browser, it reduces the number of headaches to resolve for platform-specific nuances as long as you stick to the lowest common denominator.
 
  • Support of advanced features available in HTML5: There are some components of HTML5 that will be a boon to mobile devices. Unlike mobile browsers of old, HTML5 promises offline support. Also, video in HTML5 is standardized, which will make adding video content to websites much easier. HTML5 also supports a GeoLocation API, allowing web developers to capture critical location data.

  • Layout standardization: Web browsers depend on a layout engine at the presentation layer. While there are myriad mobile browsers available, WebKit and Gecko are the layout engines used by most, including Internet Explorer, Firefox, Safari, and Chrome.

Unfortunately, there are also downsides to a browser-only approach, including:  

  • Browser diversity: The most prevalent smartphone browser in existence is the Blackberry, which has its own layout engine used by precisely nobody other than RIM. At the very minimum, creating a browser-based smartphone application that works on a majority of devices will require at least two completely separate development efforts.  

  • Limited HTML5 support: When Steve Jobs lambasted Adobe’s Flash in 2010, he pointed to HTML5 as the author of its death spiral. Somebody forgot to tell RIM, who supports the Opera browser while remaining ambiguous about HTML5.  

  • Hardware-specific amenities: Downloadable applications are typically able to access many features baked into the hardware that a browser-based application simply cannot. From the iPhone’s popular “shake” feature to other phones cameras and GPS chips, in order to unlock the richest of features from a mobile device, you have to think thick-client.

While the debate continues, what is certain for brands is to contemplate the merits of downloads vs. browser-based applications on a case-by-case basis. Mark Donovan, comScore SVP of Mobile concludes, “with mobile media consumption on the rise, the discussion of how consumers are accessing content -- whether it is via application, browser or both -- continues to be an important factor for companies looking to invest further in their mobile brands.” In every scenario, however, it is important to consider what will not work, and that, specifically, is to think that just because an HTML-based application works on a personal computer, it is sufficient for a mobile device. Mobile users have limited and hugely variable display capabilities, awkward and difficult input mechanisms, and the mobile mindset differs vastly from the PC user’s mindset.

In future posts, I’ll talk about mobile application design principles and dissect smartphone platforms in an effort to provide color for brands contemplating including them in mobile marketing strategies.

How Social Media Revolutionized "Fandom" Forever

Tuesday, May 31, 2011 by Jon Accarrino

Depending on your age, you might (or might not) remember something called "Fan Clubs." Basically you paid a yearly membership fee and in return got special messages from the club, discounts and even free gifts from time to time. There were fan clubs for everything: sports teams, pop stars, swimsuit models, bands, TV shows, hobbies, popular toys... this list could go on and on. Personally I've been a member of fan clubs for Pearl Jam, Queensryche, Model Car of the Month, Beer of the Month, Ovaltine, Sweet Pickles and to be completely honest here, I was even a member of the Samantha Fox fan club for a couple years.

My favorite Samantha Fox song, "Nothing's Gonna Stop Me Now".

 

Bragging Rights
Pearl Jam Record

We joined fan clubs because they made us feel special, especially at a young age. They brought us closer to brands, activities and people that we were passionate about. That postcard from Donald Duck, Yoda, Samantha Fox or Michael Knight had our name on it and gave us bragging rights at school. And good fan clubs, like Pearl Jam's Ten Club, gave fans exclusives like access to premium concert seating and free records. I remember getting a Pearl Jam fan club record called "Let Me Sleep" and bringing it to school. People were cutting class just to see it and none of us even owned a record player.


You've Got Mail... In a Few Months

But because fan clubs relied heavily on the US Postal Service and the printing process, communications between fans and the fan club administrators were spotty at best. Fan club newsletters were usually monthly, delivered via snail mail and didn't provide much opportunity for fans to respond or contribute to the club. Sure you could mail a letter to the fan club but would anyone read it? Respond? Would Yoda ever read my letter telling him that Santa brought me green and brown Yoda Underoos for Christmas? If he did, he never responded.

Yoda Underoos
Yes they actually made green and brown Yoda Underoos.

 

Digital Technology Gives Fans a Bigger Community Voice

But as clubs started to adopt digital communication tools like email and web sites, fans finally got to have a voice in their own community. Content could be delivered to fans more frequently, the fan experience could include interactive web pages and fans could even directly communicate with other fans if the site had a forum or chat room.  The introduction of Blogs in the early 2000's made things even easier. Fan club administrators didn't have to rely on website designers to update pages and format email newsletters anymore. Blogs were easy to write and could include images, audio and videos unlike forums and chat rooms. Blogs basically allowed anyone to be content creators. Some brands even started allowing fans to write blog posts. And the best part? Fans could react to this new frequent stream of content by simply writing blog comments.

 

Social Media and Real Time Conversations Between Fans and Brands

Fast forward a few years to today and social media has changed everything. Mass communication with a niche community, or even the entire planet, is now direct, easy and instant. Where a monthly printed newsletter might take weeks for a fan club administrators to produce and distribute, a single tweet composed by Lady Gaga from her phone after her sold-out performance at Madison Square Garden has the power to instantly reach millions, especially now that she's the first person to garner 10,000,000 followers. There are articles written about her social media success frequently, including an article posted hours after this blog was written!

Lady Gaga

And social media is a two-way street. Of course messages can be broadcast to a large audience. But the ability for fans to engage with celebrities and brands has never been easier thanks to social media. Instead of writing and mailing a letter to an anonymous fan club PO Box, fans can now use services like Twitter to Tweet directly and publicly with personalities.

Fans can also engage in conversations with other fans all over the world and give fan-created content a virtual thumbs up by "Liking" it or re-sharing it. The voice of the fan has never been louder or more influential. And some major brands like Coca-Cola are embracing this power.  Coca-Cola (disclosure alert: Coca-Cola is a Definition 6 client) is leveraging the power of social media to let their Facebook fans manage, moderate and produce content for their own community. Coca-Cola still participates in fan conversations and community content creation, but their Facebook page allows any fan to post something on their wall. The community even moderates fan content. Inappropriate messages are flagged by the community. Not only does Social Media enable brands to instantly communicate with their communities, but it also allows brands to give an equal voice to that community.


The Layers Are Gone

Social Media has changed fandom forever. It has brought fans both closer to celebrities and brands, as well as each other. The multiple layers of communication are gone. The "fan club managers" who were hired by a PR company, which was hired by a record company, who only communicated with the band through their manager, can all be eliminated with Social Media. Many personalities, like Lady Gaga, have assumed the role of Community Manager and use social media to communicate and have conversations directly with their fans, and in their own voice. Seems like we've come a long way since decoder rings and Ovaltine.


Architectural Diary - Refactoring Minefields

Monday, March 28, 2011 by Jonathan Taylor

Change sucks. I’ve heard the glib rhetoric and seen the shiny happy bumper stickers proclaiming the staunch opposite. They're often paired with an equally shiny sticker of a cat skeleton with a smiley face stuck to the front of it. "Change is good," but apparently not for the cat.

Now, I’ll admit, for some things, change is a genuinely welcome event – underwear, socks, cat litter, and most immediately my empty pint glass come to mind. However, with web application development change sucks! Change means long nights rolling in new code to replace old. Change means endless cycles refactoring someone else’s code, often on shoestring documentation and littered with dependencies you don’t know about until you trip over them. How often have you fixed one bug and 3 more pop up? Poorly written code, like it or not, is a fact of life.

Blame it on too many requirements in not enough time, or whatever you want to, but the sad truth is most developers build what they have to without thought of what it takes to support it once it’s running. If it’s your task to have to go back in and add a new feature or change existing functionality, yeah, change sucks. And the number one culprit in contributing to code sucky-ness is dependency. Updating heavily dependent code is like planting corn in a minefield, you might get a few new stalks in ok, but it’s only a matter of time before something’s going to blow up.

So, how can we, as developers, do eachother right and make sure the code we write won’t blow somebody’s refactoring effort to smithereens? Especially if it might actually be us doing the refactoring? Limit dependency in our own code! Right! Ok, so how exactly do we do go about building projects that aren’t refactoring minefileds? Glad you asked.

The easiest way to reduce dependency between two pieces of code is through a façade. Let’s go with an example. Take a look at the code in Segment 1.

Code Segment 1.

    class Example

    {

        //Default constructor

        public Example()

        {

 

        }   

        //Public method

        public void DoSomething(String thing)

        {

            //process thing

        }

    }

    public class Caller

    {

        String stuff = "stuff that needs to be done";

        Example xmpl = new Example();

        xmpl.DoSomething(stuff);

    }

 

Pretty standard stuff, right? A simple Caller class that instantiates a version of our Example class, then calls the Example class’ DoSomething() method. Pretty standard, you’ve probably written hundreds of similar code sets. But what if we had to update DoSomething()’s code to include some new functionality once it had been pushed into production? We’d have to change both our Example class, our Caller class, and anybody else that was dependent on Example to do something. Total pain.

Now, there are lots of ways we can reduce our caller class dependency in our example class. We could setup a factory to handle the instantiation of the example class, throw in some dependency injection, or heck, even define an interface we could program all our caller classes to [Love interfaces. Love them. Separate declaration from implementation in one easy step. But sadly, it’s another post…JT], but our intent here is relate to you just how easy it is to separate the declaration of our DoSomething() method from its processing through a simple façade, and in so doing significantly reduce the dependency any class implementing our Example class has to deal with. Let’s get to it.

What we’re going to do is use a really easy implementation of the Façade Pattern which Microsoft itself uses extensively throughout its .NET framework – a Non-Virtual Interface (NVI).

Oooo. Aaaahh.

Ok, big name for really simple solution to break dependency between entities. Basically what an NVI is a public method declaration that calls a private internal method to carry out its processing. I know, sounds too easy right? Right! It is! But what it does for us is cleanly separate declaration from implementation.

Oooo. Aaaahh.

Ok, I’ll stop, but this is wicked cool stuff. Check out Segment 2

Code Segment 2

    class Example

    {

        //Default constructor

        public Example()

        {

 

        }   

        //Public method

        public void DoSomething(String something)

        {

            DoSomethingElse(something);

        }

        //Private method to do processing

        public void DoSomethingElse(String somethingElse)

{

            //process something else

}

    }

 

    public class Caller

    {

        String stuff = "stuff that needs to be done";

        Example xmpl = new Example();

        xmpl.DoSomething(stuff);

    }

 

Again, it looks too easy, doesn’t it? In fact, if you don’t stop to think about what this code is doing for us, you’ll miss it, it’s that easy. Say we had to support some new corporate mandate in our DoSomething() method once it had already been released? [We have to log everytime someone does something! Log it! Log it I say!] Well thanks to our tidy NVI, all we have to do is go into our code, and add the new logging functionality to the private DoSomethingElse() method, and we’re done. Done! Our Caller class doesn’t have to be touched because its method call into DoSomething() hasn’t changed!

It’s starting to make sense, right?

So, exposing a public interface which calls a private implementation is the core of what a Façade Pattern is, and a Non-Virtual Interface is a neat trick you can use to keep your own code separated and dependency-Free.

Oooo. Aaaahh.

Sorry, couldn’t resist. Imagine how much easier your refactoring efforts would be if all your existing projects implemented NVIs throughout their codebase? Would certainly reduce the number of senseless refactoring minefield injuries, wouldn’t it? Oh yes it would.

Life might acutally be pretty good. Change would still definitely suck though.

Architectural Diary - The Future of Web Development

Monday, March 21, 2011 by Jonathan Taylor

Web application development is on the precipice of a revolution; through a confluence of independent practices and technologies, the way in which web applications are built and consumed is about to change radically.

What is happening is a fundamental shift away from the current state-heavy, page-based processing model to a loose collection of lightweight web-based services that an empowered client can consume to provide full functionality in a composite fashion. It started with AJAX, grew substantially with MVC, took shape with REST, and is now about to break wide open.

Web development up to this point has been tied very closely to processing HttpRequests on a page-by-page level. Remember classic ASP and ColdFusion with code intermixed with html on the page? [Honestly, was there ever a worse language to work with than VBScript? If…EndIf…Next? Please. Microsoft still owes the development community a sincere apology for making us suffer through the miserable excuse for a language that was VBScript – JT] Nightmare! ASP.NET brought the separation of code and markup, which was a huge advancement, but brought along with it a heavy page-processing model and cumbersome state management tied to the server, or worse, hashed and embedded in the page itself. [He’s using ViewState! Grab your torch and pitchforks! Raah!]

AJAX was the emancipation proclamation that freed web development from the confines of postback processing. Utilizing the substantially overlooked XMLHttpRequest object [Thank you Microsoft for developing the XmlHttpRequest in 2000 but not incorporating it into a browser until 2006], developers were suddenly free to call back into their server for processing without having to post an entire page’s content and wait for it to come back. In its entirety. Which took time. Like reading this. OK, you get the point. AJAX did more to enliven the web than any plugin had ever done previously, [sounding the death knell for Flash and similar technologies, R.I.P] and was the timely injection of functionality and responsiveness the web desperately needed. AJAX, however, despite its freedom from the page processing lifecycle, is still inherently tied to a page – its whole intent was to be able to refresh parts of a page without having to throw the whole page back to the server, so no matter how you implement it, Ajax is fundamentally tied to a page. Figure 1 is a good representation of the current state of web development, with different clients requiring dedicated applications to process information over the web

Figure 1 - The current state of web development

Web2
MVC changes how we even think about web processing by changing the url from pointing to a physical file sitting in a directory on a server somewhere to a call to a method in the code of our application. This is a huge change; the url doesn’t point to another page or image or even another site, it fires off functionality on demand.

Now, combine this url-based functionality with a robust client-side library such as jQuery, which is capable of consuming and populating services of various types, and you have the basis for a new processing model for web applications. Consider, free from the duty of page DOM processing, jQuery can intercept a click on the page and call any service we want instead. In this scenario, jQuery acts as a controller of our base page, synchronizing calls to a myriad of distributed lightweight service endpoints to deliver full functionality as a composite set. Incorporating the capabilities of HTML5, we’re free from supporting multiple plug-ins to support media, which we can also stream in from services as required.

So what’s really happening here is a combination of the extensibility of service oriented architecture (SOA) with AJAX-style web client processing for the purposes of delivering web applications as outlined in Figure 2.
 
Figure 2 - Composite Web Application Development

Web3

This model offers significant benefits over previous web development techniques including, but not limited to:

·         Extensibility: need a new feature? Build a new service and .js file to consume it. You’re done. And you can implement both to the live app without disruption of service.

·         Scalability: services can be provisioned collectively or separately to address performance concerns – which fits perfectly with modern virtualization practices.

·         Performance: by relieving the server from redundant page postback processing, and moving a large portion of processing onto the client, the server is free to dedicate more resources to handling dedicated lightweight service calls, significantly speeding overall responsiveness.

·         Maintainability: encapsulating functionality into independent services means if changes or added features are required by the application, only one service needs to be updated, not the entire application. And as it’s the service that will be altered in most cases, production environments will not have to be impacted by the service refresh.

·         Client Agnostic: Implementing this model frees processing from the page, meaning the same services which feed our web application can easily be consumed by a mobile or platform-specific client, extending the development effort in a parallel fashion.

Service based applications have been highly regarded for quite some time due to their clear separation of concerns and inherent benefits of such an implementation, but the challenge thus far in utilizing a Service Oriented Architecture with web applications has been the limitations of the page/postback processing model. Combining the capabilities of url-based method calls with AJAX-style lightweight service consumption, a composite web application model is emerging which will change the way web application development is considered and pursued. The revolution is coming.

The Architectural Diary: Understanding the Drivers for Search Architecture

Thursday, March 17, 2011 by Ric Williams

Many application development companies regadless of web development or windows development want or need to implement search functionality. However, it is a commonly underestimated function and it continues to evolve over time. Interestingly users want search to have minimal to no interaction while having a maximum result. With data and collection systems becoming more and more complex this becomes and increasingly difficult challenge. I remember a system I was architecting for a customer where the customer wanted to enter a DNA result that consisted of an 800 to 1600 character string into a web application and have it search a database using an algorithm providing scored search results. The customer was convinced that a basic desktop machine would act as a server and be able to conduct the search against a large database efficiently. The production architecture needed to support the customers’ performance requirements was a High Performance Computing hardware environment.  Like many customers they didn’t understand the complexity of certain functions. Thinking through this topic recently had me researching how functions in systems and their architectures evolved.

Architecting a system today has many facets, and search certainly is a prominent one. Searching for information is not a new concept but a heavily evolving one. Once computers evolved beyond just basic mathematics and started capturing, storing and manipulating other data the need for search began. Early systems collected data that was somewhat structured in files and databases. Search functions found data quickly within those structures. With the development of relational databases and more complex data capture search the tools for search had to grow. Also the acceptance and use of computers was growing and more and more.
Architecting search within a system has consistently had to recognize simultaneous evolutions. Database tools added the ability to index tables to help search perform better. Search appliances like Wizards emerged for more technically savvy users to pull data from a data source. Multiple levels of searching complexity were emerging. While these searches largely dealt with structured data stored in systems, at the same time this evolution was occurring what cannot be ignored is the emergence of the internet and its impact on search. 

Early on companies like Yahoo profited on the simple concept of locating content. While this wasn’t structure data as in databases internet standards of things like meta-tag’s and other items made it possible for users to find content early on. Searching on the internet allowed users to enter terms and content related to those terms would be returned. Later companies like Google would improve the algorithms and set that industries standard for a time. E-commerce companies were also integrating user shopper experiences with search as a means of driving revenue. So while a user shopped for shoes, related items and previous shopping items would appear in the links and advertising throughout the system. While the motives were different the capture of information and providing relevant data back is essentially an implied search. The evolution of the internet and its potential was impacting local systems.

Users’ expectations were changing as the interaction was to enter in a few terms and that brought back content they wanted to see. At the same time computers continued advancing in hardware and use. Pictures, Videos, art, music files evolved to become more common to be stored on systems. In fact digital has become so big that companies like Kodak have stopped producing film based cameras. Users have embraced and ran with the lower cost and portability of digital media. This new media has presented a new challenge and forced search to evolve in multiple ways again.

Architects and systems were faced with growing use for search.  Users were searching as an exploratory exercise as more complex data and more types of data were being captured. Allowing for the advancement of tools like Online Analytical Processing (OLAP) and reporting tools. Users weren’t looking for specific data as much as looking to see what trends might appear in the data. These tools while technically complex have easy to use interfaces that allow users to review and analyze data. The complexity lies in the architecture and backend. The emergence and development of these tools was a move from appliance parts of a system to search to a full blown system of its own.

Users now expect applications to be able to search both structured and unstructured data. They want to give as little information as possible and quickly find very relevant search results. Algorithms and techniques for searching continue to advance because they must--including incorporating e-commerce like changes in the system and having subtle changes help the customer get to the results they want more quickly. One of the many reasons unstructured data evolved was not only digital media but mobile devices.

This latest evolution has occurred simultaneously with the acceptance of mobile devices. Now users have a high level of portability and connectivity to data. These mobile tools work quickly using touch screen technology and other key changes that impact the user experience for working with data. This has resulted in a need for better performance and system architectures that incorporate different devices, connectivity, and desired results.

Today’s cutting edge searches involve grabbing information from a part of a picture and searching for related information. Searches that work from audio files or live audio and provide related information quickly on portable devices is another technology that has been developed. Users want more with less required of them, resulting in more complex algorithms and models for searching.

Successfully architecting a system means taking a lot of factors into consideration. A successful solution can't overlook what the implementation's search functionality has within an enterprise system. Architecting search as a part of a system today means taking many factors into account. Understanding the user’s expectations and desired results has become critical to the successful use of a system. What devices are targeted for use, what is the complexity of the data, what type of data, and other questions like these are all key to get answered to develop a successful search system. Working with customers to identify the business rules that lead to implicit and explicit searches is important as systems more and more are expected to show relevant data.


Architectural Diary - The .NET Observer Pattern

Tuesday, March 8, 2011 by Jonathan Taylor

Web application development can get tricky. Not only are we, as developers, charged with constructing brilliant websites that address every requirement each project entails, we also have to be concerned with the things not explicitly listed in our requirements document - things like how do we secure it? How do we know it's working at peak performance? How can we make sure people are entering in the data they're supposed to? On top of all that, if we're doing business website development, be sure to stay abreast of current application development technologies, the best ways to improve search engine optimization and last but not least, be sure to address brand experience strategy in everything you do.

See? Tricky. Fortunately, developers are weird. We like the challenges each web application development project presents. Really. We're weird.

Now despite this apparent quirkiness, in any software project we're working on, if there's something someone's built before that can help speed the development process along, we're likely going to use it. Design patterns represent tried and true ways to accomplish certain tasks in code - they're structures that solve problems common to many different project types. Confronted by a massive project with a tight deadline? Spot a process that can be handled by a design pattern? Sign me up! Design patterns to the rescue.

One of the most common design patterns which has been implemented time and time again is the Observer pattern, which is basically a structure that allows you to setup one or more entities (the observers) that react to changes in another entity (the subject). Not an uncommon scenario, right? Think RSS news readers that display news items as they are posted on the remote server. The observer pattern has solid grounding in real-world scenarios too; think of the iconic "hot doughnuts now" sign from your doughnut shop of choice – they light it up, people come running. Ok, maybe not the best of examples, as people still have the choice to grab a doughnut or not, but hey, it’s a vice, what can I say?

Traditionally the Observer pattern is implemented by using a set of objects derived from a common set of interfaces, namely the IObserver interface for objects we want to be notified of changes in another object, and the ISubject interface for the object we want to be watched. Basically, the ISubject interface defines a set of public methods to manage observer signup and notifications as outlined in code segment 1:

Segment 1

    interface ISubject

    {

        public List<IObserver> RegisteredObservers { get; set; }

        public Boolean state { get; set; }

       

        public void RegisterObserver(IObserver observer)

        {

            RegisteredObservers.Add(observer);

        }

 

        public void RemoveObserver(IObserver observer)

        {

            RegisteredObservers.Remove(observer);

        }

 

        public void UpdateRegisteredObservers()

        {

            foreach(IObserver observer in RegisteredObservers)

            {

                observer.Update(state)

            }

        }

 

So a set of methods to add and remove any objects derived from the IObserver interface to an internal list of IObserver objects which is used in the Update method to notify the observers of any change to the ISubject object, in this case a simple Boolean field called state (ugh, brutally obvious, I realize, but prudent..) . The observer objects implement their own interface outlined in segment 2:

Segment 2

    interface IObserver

    {

        public void Update(Boolean state)

        {

            //update status to reflect change in subject

        }

    }

 

And as expected, IObserver contains just one method to update itself to reflect any change in the subject object.

Not so difficult, right? A handy mechanism to handle distributed subscriber-based notifications for a number of different circumstances; if you haven’t found yourself in a situation where you needed to distribute multiple updates based off one event, trust me you will, and you’ll be happy you know about your friendly neighborhood Observer Pattern

Now while you are more than welcome to implement the Observer pattern using this traditional dual-interface manner, in .NET, there really is a better way. (You knew I was getting to it at some point, didn’t you?) Because the Observer pattern is so heavily entrenched in object-oriented development these days, and since the maintenance of registered observers can get pretty tricky pretty quickly in a traditional Observer pattern implementation, Microsoft went ahead and built its own short-hand version directly into the C# language from the very first version (yup, C# 1.0, don’t see that much anymore do you?) through the simple use of events and delegates. Microsoft uses it so much in their own internal coding, they even went so far as to rename it the Event Pattern (Oooo, Aaahh..)

OK, so here’s how it’s done: we’re going to build a subject class to expose an event whenever it changes internally, then we’re going to define a delegate to handle that event, which we’ll use to link all our observers to the subject– and we’ll transmit the subject’s change in state through a custom EventArgs class. Now, if that sounds like a lot, don’t freak out just yet, if you’ve ever wired up code to an event in .net, you’re already well acquainted with how events and delegates work through the standard signature of an event handler – think of a button click event handler like the one outlined in code segment 3.

Segment 3

public void Button1_Click(Object sender, EventArgs e)
{
    //button event code goes here
}

See that EventArgs parameter? That’s how .Net passes parameter values to event processors. So the cornerstone of implementing our own .net observer is by overriding the default System.EventArgs class with our own version to hold the information we need to pass to our observers from our subject class. Sound like a plan? Let’s get started.

Code Segment 4 lists a custom event class which contains two readonly properties, oldvalue and newvalue – we’ll use this class to notify all our observer objects whenever there’s a change in our Subject’s values.

Segment 4

public class SubectChangedEventArgs : EventArgs

    {

        //these values will hold values our observers want to know about

        private readonly int oldvalue;

        private readonly int newvalue;

 

        //constructor that sets old & new values

        public SubectChangedEventArgs(int oldval, int newval)

        {

            oldvalue = oldval;

            newvalue = newval;

        }

 

        //readonly properties to return Subject values

        public int OldValue { get { return oldvalue; } }

        public int NewValue { get { return newvalue; } }

    }

 

Ok, so now that we have a custom EventArgs class, we need to declare the event handler which our observers will mimic to receive subject change events – our delegate:

Segment 5

 

public delegate void SubjectChangedEventHandler(Object sender, SubectChangedEventArgs e);

 

 

The SubjectChangedEvenHandler defines a method signature which all our observers will implement to receive notifications from our subject; two parameters are defined – an object and an instance of our SubjectChangedEventArgs. When declared as a method in one of our observer classes, the object parameter will be a reference to the Subject object the Observer is watching, and changes to its values will be held in our readonly SubjectChangedEventArgs class; code segment 6 lists a typical observer object implementation.

Segment 6

    public class SubjectObserver

    {

        //int to list change in value

        int change;

 

       //subject change even handler to match our delegate and use our custome EventArgs class

        public void SubjectChange(Object sender, SubectChangedEventArgs e)

        {

            change = e.NewValue - e.OldValue;

        }

       

        //constructor that requires a subject to observe

        public SubjectObserver(Subject s)

        {

            //Register our delegate-based method to the subject instance

            //This is how we link our observers to the subject

            s.SubjectChanged += this.SubjectChange;

        }

    }

 

So, the SubjectObserver class has one method that matches our delegate defined to handle any changes in the subject, and we wire up the observer to the subject by linking our delegate-based SubjectChange method to our subject’s ‘SubjectChanged’ event as an event handler. Nice, huh? .Net baked-in goodness. The final piece of our puzzle is the Subject class itself. The Subject class has two responsibilities – to expose an event for changes to its internal value (which we’ll use to hook all our observers to as event handlers), and to ensure it raises this event any time a change to its internal value occurs. Code Segment 7 lists how our Subject class is structured.

Segment 7

public class Subject

    {

        //private int to hold the current subject's value

        private int subjectValue = 0;

 

        //public property to set the subject value,

        //the set method is where we capture the value change and

        //notify all the registered observers of the change

        public int SubjectValue

        {

            get { return subjectValue; }

 

            set

            {

                // new eventargs class to pass the current subjectValue and the new value

                SubjectChangedEventArgs e = new SubjectChangedEventArgs(subjectValue, value);

 

                //update the subjectValue

                subjectValue = value;

 

                //Signal all the observers

                OnSubjectChanged(e);

            }

        }

 

        //declare the event using our SubjectChangedEventHandler delegate

// to handle changes to the subjectValue

        //we'll also use this to attach our list of delegate-based observers to.

        public event SubjectChangedEventHandler SubjectChanged;

 

        //method to trigger our subject change event

        //Note: events can only be triggered from within their respective types,

        // thus we marked the scope as virtual protected to allow the method

        //to be over-ridden while still being able to raise the default event

        virtual protected void OnSubjectChanged(SubjectChangedEventArgs e)

        {

            SubjectChanged(this, e);

        }

    }

 

So there we have it, a public property with its setter calling a protected function to raise its own event to notify all our registered eventhandler observers. Any time the subject changes, the SubjectChanged event gets raised, and all our observers can react to the new value enclosed in our own custom SubjectChangedEventArgs class.

Now, admittedly that seems like a lot of work compared to the traditional ‘I only need two interfaces’ Observer pattern implementation, but the payoff is in the use of the pattern, as shown in Segment 8 which outlines the process of using the classes we detailed previously to gain our .Net Observer pattern sweetness.

Segment 8

    Subject subj = new Subject();

 

    SubjectObserver observer = new SubjectObserver(subj);

    SubjectObserver anotherObserver = new SubjectObserver(subj);

 

    subj.SubjectValue = 33;

 

    //both observer and anotherObserver both update immediately

    int observerValue = observer.Change;

    int anotherObserverValue = anotherObserver.Change;

 

Ok, now seriously, how freakin’ cool is that? No messy ‘I’m an observer, add me to the list of registered observers’ calls, no ‘ok, I’ve changed, let’s loop through the list of registered observers and let them know’ routines, just wicked fast event-based programming. And did I mention the wicked-fast-ness of this .net Observer implementation? Oh yeah.

Again this is a .Net-specific implementation of a widely recognized and utilized design pattern of modern object-oriented programming, the Observer Pattern. Microsoft uses this pattern extensively in their own class structure for the .Net framework – so much so, they’ve come to call it the Event Pattern. 

Oooh, Aaah…

Regardless, if you haven’t had the need to implement a similar pattern in your own coding projects, you probably will run into it sometime in the future, and when you do, you are now armed with the powerful and pervasive .Net Event Pattern.

Architectural Diary - Keywords, overlooked, but still part of the future

Monday, March 7, 2011 by Ric Williams

The Information Technology field has to have one of the highest rates of evolution of any field. A friendly warning for College Students, if you don’t like learning and discovering choose another field. Over the last 10 years the evolution of the web has been constant. Today we have information flowing to multiple channels, more complex information being captured, and more data being provided to users. With all of the content and information available it is no surprise that finding that content has had to get more complex as well. Optimizing your web site or web application for search engines is getting more and more complex. One aspect to look at is a subtle one. Ensuring that your site map and your keywords are captured, architected, and developed to work together.

A good BA is worth their weight in gold and early on in the requirements and discovery process capturing the keywords can really help the development of your tool. Keywords are a known importance to optimizing your site for organic discovery by Google, Bing and other search engines. There are tools dedicated to keyword mapping to show how your site will be captured by a search engine. What the keywords can’t be, however, are an afterthought to the development process. Keywords are concise definitions of your web site. Like the advertisement on television for a popular clothing retailer right now, the tag line is “Modern. Southern. Style.”. In three short concise words they define themselves. Even the government has taken to this “Safer. Healthier. People”. Keywords have been around for a while and we all know about them but I bring this up to discuss how we focus on them and use them.

A BA can use keywords to focus requirement sessions, the architect on the site map and architecture for the system, designers to ensure the colors layout user experience match the keywords, developers for for the folder structure, and testers to make sure they got it right. Now some would say that keywords should be derived from the requirements and the experience the company wants for its customers. Which is a great point that opens a question, are the creative people that can help write that copy and help getting involved early enough? Once the keywords have been defined so much can be based on them. The point of this column is architecture so lets jump there.

When the site map is being determined and the layout of the site designed/architected keeping the keywords in mind can really help. It is a common best practice to have a site-map on your web site. Many web sites have several versions to ensure they are read by the search engines. Ever added an XML web site document to ensure Google would read it? So using your keywords in various other locations can greatly assist your website.

If your keywords define your site and its content then shouldn’t your page titles include these keywords? With our keywords in the title another step is to ensure that we use the keywords in the URL. For example, instead of www.sitex.com/en/ we could include keywords www.sitex.com/keyword-keyword/. Not only is this more descriptive for the user the search engines will jump up the importance score. Why does this need to be part of the site map? If you are going to include keywords as part of the URL and folder structure the developers need this info to focus on. So that means knowing the site map before the pages are developed so they can use this information to their greatest value.

Considering the search engine will use the links on the site map to crawl the site, using keywords would help raise the score wouldn’t it? Getting into Canonical URL is a little beyond the scope of what we are discussing here but is a topic you might want to look up as well. While it may seem simplistic at this point in time of the internet’s evolution, keywords are still and will remain and important part of content discovery. Understanding how to re-engage on the importance of keywords and their use can help prepare for future evolution of the web.

Ever hear of the concept of ‘the semantic web’? Today a user views pages for information gathering and capture for activities like travel. With the sematic web, pages will interact in a more automated fashion reducing the amount of work a user does. As the web continues to evolve the potential for keywords to grow in importance is still relevant even considering their long history. The tie in to the site map becomes more important as desired functionality evolves. The key to scalability will be planning today for what is coming tomorrow. Preparing for tomorrow begins with looking at the process, collaborating, and working to the future. Don’t pass over the simple things, they just might be the key to the future.

When Marketers Get Bored

Friday, January 28, 2011 by Ryan Kantor

Brand Relationship Development  The Good, The Bad, and The Good Again     

Lately we’ve seen a plethora of logo changes from major national brands. Tropicana, GAP, PUR, Starbucks, Seattle’s Best, Caribou Coffee, Holiday Inn, and the YMCA have all created new logos. Unfortunately these new logos are not always welcomed. Tropicana and GAP’s new logos were so poorly received that the companies have already reverted back to the old designs. So why all the changes?


Old Caribou Coffee LogoNew Caribou Coffee LogoTropicana Logos


Think about Apple. Chances are you love them or you hate them, and that’s a whole lot better than just “liking” them. “Like” is a very weak emotion (although Facebook may disagree). A strong brand has passion connected to it. How about Starbucks? Is their coffee really any better than any other coffee shop? Probably not, but after years of Starbucks in the morning their patrons have an emotional attachment to the company that is a part of their daily routines. It makes sense that if something so simple, but so central to the core of the brand changes—like the logo—that there would be a strong reaction.

So why is everyone so quick to scrap the logo they’ve been building equity (and more importantly passion) in for years? Logo changes are typically made to either reinvigorate a tired brand or to appeal to a new set of customers. Starbucks, certainly not a tired brand, redesigned their logo to support a product mix growing beyond just coffee. At the same time the new logo is said to appeal to the Asian market to which Starbucks is trying to engage. While that’s all fine and good, their loyal customers who have been made Starbucks part of their daily routine and have formed that emotional bond are up in arms. Bear in mind that to fully implement a logo change requires millions upon millions of dollars, not just to pay for the design itself, but to pay for all the new signage and website integration, among other things. Is it worth it?

Starbucks’ red headed step child—Seattle’s Best—redesigned their logo after picking up major additions to its distribution channel, but the new simplified logo looks cheap. Did the marketers get too excited when they added Burger King, Subway, and AMC Entertainment to their list of vendors? Why make your brand less differentiated and more like Folgers (with a higher price tag)?

The YMCA’s decision to change the logo they’ve been using since 1967 was the biggest surprise to me. Sure, I’ll concede that it probably is a “tired” brand, but does throwing away a nearly 45 year old logo and replacing it with a logo in which you want customers to buy into “the many colors reflect the vibrancy and diversity of our communities and activities” really help?

The logo changes (and subsequent changes back) by Tropicana and GAP were the biggest disasters. Just four days after GAP’s new logo came out; they reverted back to their traditional “Blue Box” logo. After Tropicana’s sales dropped by 20%, they reverted back too. What does the lack of staying power behind the new logos indicate?

GAP logosSeattles Best Logos

Starbuck’s had a pretty clear goal behind their change—to aid their planned product mix expansion. With that specific goal in mind, we probably won’t see Starbucks revert back their old logo even though their loyalists are (vocally) perturbed. Like most things in business, a logo change needs a specific goal (not just to get more sales) and without that specific goal, it is much easier to give up on a logo change the way GAP and Tropicana did.

Holiday Inn’s new logo makes some sense because they were largely viewed as tired and old before the brand overhaul and the new logo was well executed, but the bottom line remains the same. If you think you can totally change your logo without any backlash, you may have a passion problem, and if you think you can always change it back you have a goals problem. To all the marketers out there changing logos whenever they get bored…get a hobby!

Holiday Inn LogosNew YMCA LogoOld YMCA Logo

6 Posts Read the Most in 2010

Monday, December 13, 2010 by Chris Thornton

It’s that time of year again. A time for reflection and a time for predictions. On the outside chance you did something this year besides monitor your RSS feed from Defining Insights, we thought this would be a good time to reflect on the top posts of the last 12 months.

For those of you that don’t know, Definition 6 has a very open corporate blogging policy. All of our employees are welcome (and encouraged) to contribute to the blog. With a team that spans many different areas of expertise, we find this is a great approach to keeping our customers and other friends up to date on the latest trends in digital marketing and emerging technology.

It’s also an opportunity for us to share successful approaches to unified marketing, helping you develop and leverage strategies that deepen relationships and improve marketing ROI. Without further adieu, here are the 6 most-read posts of 2010:

#1 “Nike ‘Write the Future’ Ad Breaks Viral Video Record” by Jon Accarrino

It should come as no surprise that the leader of Definition 6’s social media operations published the most-read post of 2010. Before joining Definition 6, Jon launched many of NBC’s first social media initiatives, including the Twitter accounts of many of the Today Show stars you know and love.

Leading up to this year’s World Cup action, Jon had the foresight to write a quick review of Nike’s ‘Write the Future’ ad. As fans took breaks from vuvuzela tooting to search the Web, many stumbled across Jon’s post.

You can read the original post (and watch the video again) here.

#2 “Best Practices for Facebook Pages” by Ashley Reed

Definition 6’s social media team must know a thing or two about producing and sharing content on the Web, because its Atlanta-based social media manager Asheley Reed wrote the second most-read post of 2010, “Best Practices for Facebook Pages.”  Ashley’s post was jam-packed with practical information top brands can use to get more out of their Facebook marketing efforts. If your organization has a Facebook Page (or is thinking about launching one), you may want to check out Ashley’s post here. Of course, you might also find value in here “Why People Like Brands on Facebook” post as well.

#3 “How You Like Me Now?” by Matt Timpson

Matt Timpson gives us a great argument for why companies should open blogging to more employees. Matt doesn’t work in marketing, he’s not a client manager or on the sales team, he works in the engineering department.  But he contributed one of the most-read blog posts of 2010, an in-depth analysis of Kia’s 2010 Super Bowl ad (you know, the one with the Sock-Monkey, Squeak-Monster and the Robot?). With an unassuming title “How You Like Me Now?” (a nod to the music used in the spot), his post climbed the charts. If you are familiar with the commercial, you might find his analysis interesting. It’s hard to believe Super Bowl spots are right around the corner.

#4 “Babes... And Some Other Basic Truths About Re-Connecting With Audiences Online” by Al Leach

Al Leach leads the national strategic communications practice for Definition 6. Needless to say, he has a way with words. While the content of Al’s post is written from the point of view of a veteran communications professional, the lighthearted headline and lead demonstrates a point about capturing attention in a short attention span world. Al’s post presents 4 self-proclaimed “truths” about communicating with audiences today - a great read for any communicator. Read Al’s post here.

#5 “The Gap Logo Fiasco” by Chris Wojda

Work for an iconic brand? Want to generate a lot of buzz this year? Have an intern redesign your logo and swap it out on your website - the blogosphere will go wild and you’ll be top of mind for a couple of weeks (at least). While that’s not exactly how it played out, some suspect Gap’s re-branding efforts from this past summer were a publicity stunt. With ‘serious’ re-brands, you would typically see signs at stores change. In this case, it was really just the logo on Gap’s website. Regardless of what the strategy really was, Gap made a lot of noise with its logo ‘fiasco’ this past summer. One of Definition 6’s leading brand strategists, Chris Wojda, couldn’t resist chiming in with his ‘two cents’ on the whole mess. Read his take on Gap’s logo swap here.

#6 “Unified Marketing: A New Model for a New Era” by Michael Kogon

One of the most significant events for the agency this past year was our own re-branding effort. As most of you know, Definition 6 is now a Unified Marketing Agency. Definition 6 CEO introduced positioning and why we feel so strongly about this model in all that we do. The fact that this post rounded out the top 6 posts of 2010 shows that not only did the message resonate with you, but also that we continue to see coincidences with the number “6” in everything that we do. To get the full scoop on what our Unified Marketing Agency positioning is all about, read Michael’s post here.

Chris Thornton is Chief Marketing Officer of Definition 6 and was recently named “CMO of the Year” by the Technology Association of Georgia’s (TAG) Technology Marketing Association. Chris also serves on the board of the Atlanta Interactive Marketing Association (AiMA). When he’s not blogging, you can find Chris tweeting at @CMORocks.

Unified Marketing: A New Model for a New Era

Saturday, September 11, 2010 by Michael Kogon
As you can see from our new website, Definition 6 is now a Unified Marketing Agency. It might look like something that happened over night, but it is an approach we have been refining for years now.

There is only one constant in marketing today: change. Customers change. Technologies change. Mediums change. You change. As an agency, we too must change to help clients better manage business performance. It’s something we’ve been doing for 13 years now.

Unified marketing is our most dramatic transformation yet. It’s an evolved approach to marketing that is designed to challenge conventional wisdom in the agency world.

While some are looking to add more capabilities, we’re looking to develop a better model equipped for the realities of marketing in an always-on and always-evolving marketplace.

Unified marketing is our new approach to strategy and execution. Rather than thinking in terms of campaigns, we think in terms of real-time experiences - every time a person interacts or transacts with your brand. Our unified marketing strategy framework is designed to help clients create experiences that unite brands and people in motion - in real-time.

Experiences come in many forms, and not all points of engagement are predictable - but smart brands can plan to build collective, dimensional relationships with customers with each and every experience.

Our Unified Marketing Approach

Our unified marketing approach is designed to help you identify where your best opportunities are to engage and connect with your most valuable customers. We create meaningful - often one-of-a-kind - brand experiences that are relevant to your audiences and build collective value.

Unified marketing is a departure from start and stop, short-sighted and disconnected marketing campaigns. It’s the beginning of a mindset that looks at relationship building as a constant, persistent effort across all experiences.






















There are four stages to our unified marketing strategy framework:

•    Find & Define the right audiences that represent the greatest brand opportunity for you

•    Engage & Connect through more meaningful and relevant experiences that strengthen your relationship

•    Build & Maintain your relationships to build collective, dimensional value over time and foster reciprocity across your communities

•    Understand & Optimize through insight and real-time data, making better informed decisions to drive better interaction and transaction

This process enables us to continually refine and optimize campaign performance in real-time, ultimately helping our clients build more meaningful brand experiences and relationships.

Proving the Model

We’ve put our unified marketing approach to the test with several clients and are pleased to report the results have been impressive. We’ve also continued to build out our capabilities to support the unified marketing model. Our acquisitions of Creative Bubble and Leach Communications, the opening of our Dallas office, the addition of 100+ new team members, and some of the most impressive work we’ve done to date, are all strategic moves to execute on our unified marketing vision.

We’re beginning to see the results of our work, you can see it through the impact our people are making, and we hope it creates more opportunity for us to work together.

We look forward to talking with you more about our unified marketing approach and how we create brand experiences that unite people and brands in motion.

Note: Please visit the What We Do section to learn more about our Unified Marketing Approach and process.


Fan Nation: A Study of Natural Social Networks in Sports

Thursday, June 24, 2010 by Joni Lockridge
Part One: Professional Soccer

I admit. I’m riding shotgun on the World Cup bandwagon. And after several hours in a crowded sports bar here in Atlanta, it is clear I’m not the only one. I was welcomed into a community of individuals who actively sought information about the team, the sport, the players, even the South African culture. We shared stories, we spilled beer on our jerseys… and we Facebooked each other so we could meet up for the next weekend’s games.  I’ve officially expanded into new social network.

What is it about sports that make “social networking” so natural, so effortless? 
More importantly, what can brands in other industries learn from sports as they spend marketing dollars to acquire digital fans?  A recent attempt by Syncapse to estimate the value of a fan on Facebook has resulted in an average worth of $138 per fan.  The study further states that:
  • On average, fans spend an additional $71.84 on products for which they are fans compared to those who are not fans
  • Fans are 28% more likely than non-fans to continue using the brand
  • Fans are 41% more likely than non-fans to recommend a fanned product to their friends
Given the demonstrated value, I sought out Casey Romany, an Account Executive for Soccer United Marketing (SUM) to uncover their ingredients for success.  SUM holds all commercial rights to both Major League Soccer and the United States Soccer Federation, including the men’s and women’s national teams that are playing in the 2010 World Cup.  In addition, they hold rights to Mexican National Team games played in the United States, the CONCACAF Gold Cup™, and InterLiga.™  

SUM just launched the new MLSnet.com, which has been years in the making.  Obviously, they are not ahead of the technology curve, but as Casey describes, perhaps it is because they have never needed to be. 

Soccer fans are extremely loyal and craved a centralized location to read about the sport.  They flocked to the new website where they can read about international matches, local MLS games, and their favorite players from all over the world. 

“We needed to take control of the space.  A fan would have to go to so many different leagues, teams, and national sport sites to access information about soccer,” said Casey.  SUM then supported their investment by hiring some of the biggest soccer journalists, affectionately called “soccer heads,” to tell the sport’s stories.  Genius.

By building one platform for all of soccer and capitalizing on its protagonists, its epic battles, and its gossip, SUM has pulled together a social network so powerful that other brands invest marketing dollars to gain access to the soccer fans that SUM has unified.  When a multi-million dollar business model also includes a way to monetize your marketing and PR tactics, it’s clear your fans are worth more than $138 each.  

The key takeaway:  Soccer, and the rest of the sports industry, is in the business of telling stories.  Strong, passionate, exciting, tales of victory, tragedy, and legends in the making.   Shakespeare only wishes he had it this easy.

And by comparison, fan pages on Facebook are flat.  Most connections are superficial—purely discount driven, and without true loyalty.  Where are the stories?  The passion?  Brands forget that they are selling more than products, and they lose depth in the relationships when they set the expectation that being a fan means getting a price reduction.  I’m not arguing that this method isn’t a great way to build numbers, but I am arguing that it is a fragile way to build loyalty.    

In my opinion, here are a few brands that have succeeded:  
  • Starbucks: Starbucks offers promotions, but more importantly, the page also connects to those fans that are socially and environmentally aware— a strong attribute of Facebook users within that 18-24 demographic segment.  Maybe this is why a Syncapse report revealed that Starbucks fans are likely to spend $238.22, more than triple the $71.84 average.  In addition, their photo albums tell vivid, engaging stories about the company, the products, and the leadership (Check out Howard Schultz’ trip to Rwanda).
  • Southwest Airlines: As over-the-top as the flight attendants can be, it is refreshing to witness personality in the airline industry.  The persona is also displayed full force on the Southwest Airlines Facebook page, and fans eat this up (a relatively safe assumption given the number of times fans ask, “How do I work for Southwest?”).   Another thing I like about the page is how they speak to checked bags like they are passengers, personifying a service they offer.  I value my personal belongings on a trip, and everything on this page reminds me that Southwest Airlines does also.
  • Nike Football (Soccer): Admittedly chosen due to its soccer content, this site still exemplifies the art of storytelling.  The videos instigate a real emotional connection, and the calls to action are extremely powerful.  The Nike Red campaign is building the same momentum as the LiveStrong campaign did $47 million dollars ago.  This page screams “Join the team, unite as a fan of the sport, rally behind the cause, and be loyal to the Nike brand.”
Soccer United Marketing has united fans in a way brands can emulate.  If you are looking to build loyalty, why focus solely on the collection of fickle bargain hunters?  Present your product information by telling the details about the hard work and research during development, or build stories around employees and spokespersons similar to fiery sports features on players and teams.  Most importantly, let your fans know that you have a heart; you are human; and you are the hero, not the villain.  Like.

Inspiration or Perspiration?

Wednesday, April 28, 2010 by John Harne

I am in the business of creative communication. Ideas. Images. Shaping together thoughts, images and communications into stuff like Web applications, brands and the visual and sensual experiences that make memories and impressions. I have been at this business for a long time but that doesn't make it any easier to find the right idea. So what have I learned about creative that keeps me at my job and serving a lot of different clients? Namely, that perspiration leads to inspiration...
 
There have been a handful of occasions when the right concept just came to me. Like the scene in "Lust for Life" where Kirk Douglas (playing Vincent van Gogh) attacks a canvas then reveals a plein air masterpiece.  But this is more movie myth than reality. If you ever read Letters to Theo, you get the other side of the story and the real struggle to come up with a style of his own. Then there was the sheer volume of work the artist actually did to get to that point of success. In other words Vincent worked his butt off.
 
Lucky for me, I knew from the history of visual art that creative breakthroughs are rarely instantaneous. Most artists lead a very workman-like existence like Picasso. He was know to be in his studio every day around 6am and spent the better part of his day at work in the studio. The result was a prolific career spanning over 13 thousand paintings and over 100,000 other handcrafted works.
 
Aside for putting the time into the work itself, one has to show up prepared to make the effort to do good creative work. You have to come in prepared and focused. I like to come in with both the schedule and my tasks up to date and the deck cleared.
 
Before I can contribute to good design and creative I have to know the background of the assignment or better yet, be part of the learning process for the objective. In my business this means some good investigative teamwork that will eventually live in a brief or document. It might be a persona study or even a video of real customers.

The point is time must be dedicated to understanding what the creative work is supposed to do in the context of experience. I have found more success when I am actually part of that process of intelligence gathering than when I am handed the discovery work. I think this is because the creative process takes time and my mind is working on the issues in the background while I am typically focused on something else.
 
Creative concepts take time. I have heard it called incubation time, described as ideation and the failure of it termed "writers' block".   I think that making new connections and insights within various sets of data requires time to process and then reform the connections and filter out the obvious and most likely ideas that would not differentiate the creative work. However we describe it, it takes time and effort and filtering to get good work. Good creative is work.
 
 


Are You Drawing Pictures in the Dark?

Wednesday, April 14, 2010 by Kevin Smith
While talking with a family member about things to do around town, one of them shared their experience at a “Dialogue in the Dark” exhibit.  In the exhibition, blind guides lead visitors through a completely dark environment where they learn to interact by relying on other senses. The activities provide an innovative and powerful tool for reinforcing a trusting collaborative mindset and emotional intelligence.  The exhibit is based upon writings from German-Jewish philosopher Martin Buber’s work The Principles of Dialogue which states: “The only way to learn is through encounter”.

Having to experience life without the sense of sight reminds me of how many customers ask for help in the building of a new website or some other piece of creative,  without wanting to take the time to share anything about who their target audience is, their industry, their competitive landscape, or their vision for the future.  Execution on creative for marketing campaigns without the input required to understand how to support and target the message is like drawing pictures in the dark.  You have no sense of direction to guide you in the creation of the most attractive and appealing designs.

Here are several points to consider when guiding someone on a journey in an area they are unfamiliar with using their other four senses.  Remember these steps are intended to build trust, confidence, and stimulate use of other senses beyond sight.

 “Hearing” the Voice of your Customers

Listening to the Voice of Your Customers can at times sound like an old wives tales to many who choose to shoot first and then aim in their approach to designing great creative.   The process of capturing a customer's requirements to produces a detailed set of wants and needs, and then prioritized in terms of relative importance can consist of both qualitative and quantitative research steps. It usually starts with a series of forensic questions that yields measurable results focused on awareness, credibility, loyalty, accuracy.  This input is valuable in the creative process because it provides the designer with a framework for developing the creative to appeal to the most important needs of an end user.

“Smelling” the environmental ques around you

A designer can learn tremendous insight from your competitors and other industry and non-industry related sites that are generally appealing to your target audience.  Most consumers look at search results and make three to six second decisions based upon how copy and the initial creative “smells”-  that is the first impression of trust and care that one senses when seeing a new site.  People know what authenticity really smells like.

“Touching ” your clients with the right message

We have all seen how a cute picture drawn by a small child can touch our hearts and pull us to act in a certain way.  Planning is an essential key to an effective website that will earn the trust and loyalty of a dedicated customer base.  If you were to walk around a well built house with your eyes closed you could use your sense of touch to know that a solid architecture was used in the construction of the home. A quality user experience has to be the centerpiece of any online strategy.

Share the “Taste” of the success of great design

Whether you are enjoying a meal at a hole in the wall beach shanty or white tablecloth restaurant, you know when you have experienced a meal well served with lots of different flavors that truly satisfies you.  When you are following a process to developing quality user focused creative for a marketing campaign, you will want to experience the comfort of a site map that meets your target audience(s) prioritized information needs.  You will likely have a taste for various design comps and want to add a few savory changes before the recipe is finally to your taste.

To steer clear of beauty pageants that want you to show your pretty pictures and to avoid having to draw pictures in the dark, look for every opportunity to show your prospects and clients how to use their other senses in developing great creative.

Anticipating Key Developments in Web Design

Friday, April 9, 2010 by John Harne
It took a little over a week to get over my SXSW experiential (and literal) hangover and to sum up my thoughts on the 2010 Austin event. One word sums up my thoughts coming out of this year's festival..."Anticipation".

Remember the Heinz TV spots of the early 1990's, with Carly Simon singing for ketchup. This year it seemed like everyone was waiting for something, but it just didn't seem to show up. Since this was the venue that Twitter and FourSquare debuted in years past, I think the majority of the attendees were "anticipating" more. Instead there was a lot more marketing of Miller Lite beer, Chevy Volt and Monster energy drink, more parties, more free beer and a whole lot more people. Over 6,200 more folks in fact, all anticipating something, some next big thing at SXSW 2010.

Anticipation was also common Twitter theme and with so many birds of a feather together, the Twitter and FourSquare servers seemed to lag during certain keynotes and party hours. FourSquare had to invent a new badge for the experience called a super swarm. This designated that over 250 users checked in to a specific location, like the Frog Design party at MACC on Sunday evening. Everyone was gathering and waiting on something to happen.

Sometimes it pays to look the other way. While most of the crowd was attending keynotes given by the founders and thought leaders of social media, some big news was breaking in some smaller sessions and workshops.

This year three key developments signaled future implications for web interface design that will change the visual future of the web. CSS 3, HTML5 and Fluid Type are what I am talking about. The ability to leverage thousands of fonts will release web design from restrictions and separate creative talent from web generalists. HTML5 will do away with the use of proprietary plug-ins for basic rich media.
 
HTML5 adds video and audio capabilities to core markup languange with the intention of reducing the need for browser plug-in-based rich internet applications (RIA). And it is being employed now. Big entities like CBS are displaying their content video while Microsoft Silverlight and Adobe Flash are just beginning to do battle. The take-away is that open source code will have the ability to display media that the bulk of Flash and other RIA's are doing now. This spells the end for many plug-ins and the best part is HTML5 is here now and should reach W3C Recommendation by late this year.
 
CSS3 is still currently under development but many of the recommendations are working in existing browsers. The list of features continues to grow and the ability of designers to use these features to extend web design is exciting.

Consider what a designer might be able to do with just multiple backgrounds. This feature already works in Firefox, Chrome, Opera and Safari. Don't ask me about IE, but even IE has revealed better CSS controls are on the way.

Jason Cranford Teague might have given the most interesting presentation. I have known Jason personally for over ten years and I can testify that his vision of the future of web development has been uncanny. He was one of the very first to author a book on CSS, and in fact later served as an advisor to the CSS W3C group. Now he is an evangelist for web design and his passion is releasing the artform of typography to the web.

As any designer knows, fontography online is a shadow of what is capable in print, film and other fixed media because of browsers, usage laws and technology. But there are now alternatives to system fonts and type displayed as bitmapped images.

Jason's new book presents three approaches to using a wide variety of fonts in web design and goes into depth in his explanation of just what fontography really is. After being an interactive creative director for more than a decade, I can say with authority that most of the web has become a sea of sameness because of the lack of font variety and the ability to design with fonts.

Fluid web typography will give artists access to over 100 thousand fonts versus the less than 5 that are typically used online. So take a look at embedded open type, license font servers and web-font linking. You just might realize another wave of innovation in web design is already here.

A couple of links worth reading:


MIX 2010: Microsoft Steps Up Its Game With Designers and UX (and Bill Buxton Destroys Las Vegas)

Monday, March 22, 2010 by Paul Hernacki

MIX10 LogoI recently had the opportunity to attend MIX 2010, Microsoft's annual conference for web designers and developers focused on building great user experiences, in Las Vegas, along with Definition 6's two interactive Creative Directors from Atlanta and New York.

MIX 2010 is highly unlike most other Microsoft conferences where the topics frequently focus on .NET, Exchange, Office, and Windows. Instead it's chock full of design and UX goodness - a geeky love fest for all the cool tech that goes into creating great web, mobile, desktop, kiosk, and other assorted technically enabled experiences using the Microsoft platform.


It's hard to argue that this isn't an arena in which Microsoft is still playing a lot of catch-up. Adobe Creative Suite and Flash/Flex are still easily the staple of most creative and design departments. And many people definitely hug their MacBooks and frantically wave their iPhones about when asked to provide examples of great user interface design. But if there was one thing abundantly clear at MIX 2010 it is that Microsoft has no plans to cede the battle on these fronts, they are rapidly catching up in many areas, and even appear to be leading the way in a few. Seriously.

Microsoft is a marathon runner, not a sprinter. And as Steve Ballmer said at Microsoft's Worldwide Partner Conference last year regarding questions as to why Microsoft doesn't cede such battles as Search and Advertising and retreat back home to their core Windows, Office, or SQL Server business lines, "We. Don't. Go. Home." Anyone who doesn't believe him should have been at MIX. And do you really have to look further than an example like the Xbox?

Windows Phone 7 SeriesProbably the hottest subject of discussion and presentations was Windows Phone 7 Series. I am, admittedly, an avid iPhone user who stood in line the first week they came out. I happily ditched my old Windows Mobile device and it's BlackBerry predecessors back then to live in Apple's world and I've never been seriously tempted to use something else until I saw WP7.

I really believe WP7 is a game changer for Microsoft and the mobile industry. Sure, it has some shortcomings. I don't know how they could decide to not include copy-and-paste as a feature in the first release. And like iPhone, they also do not have application multi-tasking and they appear to have similarly stringent plans regarding their app store.

But the interface is fantastic, I love the "hub" metaphors, streaming video and even Xbox Live over the phone looked amazing. Not sure exactly how badly those things will kill battery life, but they sure looked impressive. For heavy Outlook users, the Outlook mobile experience on WP7 may alone be enough to get you to switch. Just awesome. And there's a chance it could finally be the breakthrough that Zune has been looking for.

Silverlight 4 is definitely another big step in the right direction. They continue to slowly chip away at adoption and now claim that it's at 60% market penetration, probably mostly attributable to the Olympics and adoption and rollouts of Windows 7.

Tools like Expression Blend keep getting better, and Sketchflow may even be better than the competition, it is simply cool. IE9 beta demos also got big buzz. It appears they have surpassed Firefox on overall performance, are coming close to Chrome in many aspects, and for certain functions like handling of video and HTML5 they could end up being even faster and better (when running on a Windows platform of course) by taking better advantage of your computer's processor and using a form of background hardware-based acceleration. The head-to-head examples showing some really slick use of animation and video in HTML5 were really amazing.

The one thing that Microsoft has which no one else can offer (not Google, not Adobe, not Apple, not anyone) is an end-to-end story on tools and capabilities in this arena. The depth and breadth of their tools and services is truly staggering when you put it all together. And I'm not just talking about the typical story of Windows + Visual Studio + .NET + SQL Server. On top of that throw in Expression Studio with SketchFlow + Project "Dallas" + Azure + Silverlight + Surface + Windows Phone 7 + OpenData + IE9 + Bing Search and Maps and on and on. Sure you can poke certain holes in individual pieces versus their competitors. But the cohesive power of all that together makes for a truly impressive lineup.

Channel9 Live StreamingThere definitely were a few other good tidbits at MIX. Announcements around Orchard, freely available tools for WP7 development, great live streaming of Channel9 straight from the event, strengthening support for JQuery, and a surprising number of atypical logos on screens being talked about as friends (e.g. Wordpress, Drupal, PHP, etc.).

And the keynotes included fantastic sessions by Scott Guthrie (@scottgu), VP of Microsoft's Developer Division, and great demonstrations by consummate tech presenter Scott Hanselman (@shanselman). But for me, the highlight of MIX was the opportunity to see Bill Buxton, Principal Researcher Microsoft Research, speak live. He is simply brilliant and one of the most passionate people alive when it comes to interface design and technology.

If you've never seen him speak it is worth your time to google (or bing) for videos of his speeches and spend an entire day just watching them. As the conference organizer, Microsoft's Thomas Lewis (@TommyLee), put it in a tweet during Bill Buxton's keynote: "OMFG! Buxton's brutality has destroyed Vegas! Only zombies, mushrooms & lavender frogs have survived! DESIGN IS GOD!". I couldn't have put it better myself. Buxton's speeches are often too filled with memorable lines to count, though my favorite at MIX included "The most important thing in the system is the wetware... the human being" during a segment where he described the importance of taking into accountTwitter Post by TommyLee on Bill Buxton Keynote all the users different prior experiences within the specific environmental contexts of where, when and how they will use a system that you are designing.

Side note: I still don't understand how such an amazing guy who lives and breathes design and is considered the Father of Multi-Touch can have such a horrible personal web site, but I can only assume it's a "cobbler's children" thing.

And last but not least, the overall crowd and dynamic of the attendees at MIX was fantastic if not a bit quirky. It was a great group of highly intelligent people that are all passionate about great design and truly unafraid to ask the hard questions of Microsoft and dole out praise as well as tough love in person in the sessions and in torrents over Twitter. Unlike typical creative and design conferences it's definitely rooted in a true developer core (e.g. more guys still talking about compilers as opposed to a more mixed-gender crowd talking about heuristics and having used many tools like these for years), but unlike normal View from Tweetup at MIX Lounge at THEhotelMicrosoft conferences it's a large group of people who love great creative design and have been dying for Microsoft to bring these kinds of things to the table.

This conference in Vegas was more WXSW for geeks than it was the concurrently running SXSW, but Twitter and Foursquare definitely reigned supreme there as well as the tools that joined everyone together digitally during the sessions, into the evening, around the bars, and throughout the event. Sunday evening even kicked off the conference with a massive tweetup at the MIX Lounge at THEhotel at Mandalay Bay. There is a real embrace of Twitter showing through by Microsoft that is really uncanny with regard to how they normally react to any tech service that they don't build and own.

At Definition 6, we do use a lot of tools and services across platforms including a very significant amount of work in the Microsoft platform. And we do use tools and design for platforms that are competitive to many of those that were showcased at MIX 2010. But there is no doubt that what we saw there has given us a lot to think about, some great ideas, and a few new weapons to put in our arsenal. We look forward to using many of these to create great solutions for our customers and to seeing them continue to evolve and improve.

Using Facebook Connect to Build Deeper Relationships with Consumers

Friday, January 22, 2010 by Stephen Boyd
As the social media world continues to expand rapidly, brands are still trying to figure out how to utilize it.  User-generated content, seeded marketing, and viral videos are only the beginning of social media. New technologies for access and interacting with social media are starting to emerge. One are that has been rising in popularity lately is Facebook Connect. The question is, how can marketers best use Facebook Connect to create more immersive brand experiences for consumers (and sell more)?

The best marketing is a conversation between you and your buyer, where getting customer interaction and feedback is the goal.  Few areas do a better job at providing this feedback loop as Facebook. A great tool for getting your brand message in front of consumers is Facebook Connect. 

For those of you not familiar with Facebook Connect, it is a powerful set of free APIs (programming interfaces) developers can use to enable users to bring their identity and connections anywhere on the Web – for example, to sign on to different websites without having to use separate usernames and passwords. Developers can access a user’s identity, social graph or activity stream – which can all be used to create more engaging experiences on your website.

How Are Organizations Using Facebook Connect?

There are a lot of great examples out there for how organizations are leveraging Facebook Connect. In general, Facebook Connect can be utilized as a way to get feedback from consumers on what they like to (and not like to do) in association with your brand. That is, what type of brand experiences they are most comfortable with? While some brands have a hard time hearing “dislikes” from consumers, it’s this process of interaction and feedback that helps true market leaders develop more powerful offerings.

Here are some recent examples of brands leveraging Facebook Connect in interesting ways:

  • RedBull Connect – This site gives users access to information and articles from several Red Bull websites. This is a nice repository for everything related to red Bull without smacking users in the face with its advertising.  Consumers can comment, post, and interact with others without being forced to buy a Red Bull while, at the same time, red Bull always being part of the equation.
  • Citysearch – The Facebook Connect portion of this is minimal; this is a good example of utilizing FB Connect to grab user information without implementing it for advertising.  The site personalizes your location when you connect with FB and automatically creates your personal profile and connects you with other Facebook friends on Citysearch - allowing you to share restaurant and other local recommendations via your Facebook feed.
  • Pandora – Pandora uses less of a full-blown Facebook Connect microsite, and more of an application, but it is still a nice use of Facebook technology. The application can be used to share songs or a station with your Facebook friends.

Beware of the Doghouse
  - I love this idea (the husband is in the doghouse with the wife, gets posted to Facebook, and needs to buy her a present to get back in her good graces).  JCPenny did a great job promoting it ). I like the opening video and way they get their message out. While interaction with the site is a bit confusing, and posting and viewing content is not as intuitive as it should be, it’s a very entertaining idea.  

Some other great examples from the entertainment industry include: “Watch Your Town Get Blown Up by Darth Vader” by Adidas and Discovery’s “Frenzied Waters” experience.

Facebook Connect is a great way to interact with your customers, but there are a few questions you should ask yourself before you go down this path. For starters, who are our customers and why are they likely to interact with your brands on Facebook? There’s no right or wrong answer here, but there should be some obvious reason why they would want to interact with your brand through Facebook.

Second, are you trying to entertain your customers, or are you just trying to get access to their information so you can send them stuff? You should seek first to entertain. This will make it much easier to get the access and data you’re looking for later.

Facebook Connect is a great way of interacting with your customer and getting access to user information to drill down on demographics.  The jury is still out on how it might translate directly to sales but if you’re looking to talk with your customers and they are on Facebook, this is a great way to do it.

How is your organization using Facebook Connect today? How could you be making it easier for consumers to interact with your brands, while providing you with better insight into your audiences? Facebook Connect could be a good place to start.  Contact Definition 6 Today!
 

The Age of the Developer

Tuesday, November 17, 2009 by Tom Kirszenstein

I recently read that the White House has chosen an Open Source CMS (Content Management System) to develop their government Web site. This announcement caught my attention for several reasons--not only are many agencies moving their clients to open source and praising it's virtues, I also started using Drupal this past year and found it remarkably fast and easy to setup and maintain my own Web sites with quality results. Despite some criticism of open source over the years--more and more commercial (and government) developers are choosing it.

It's hard to argue against the benefits of free software, especially when results show that the software does what we expect, often exceeds expectations, and provides more opportunities for expansion than many proprietary products. While relative newcomers Drupal and Wordpress lead the pack for CMS offerings, open source mainstays such as Linux and Perl have been around for many years--not only surviving, but thriving over time. In a study by Amit Deshpande and Dirk Riehle of SAP Labs, LLC, Total Growth of Open Source results have shown that "the total amount of source code and the total number of projects double about every 14 months." Open source enables freedom for both users and developers to move & change quickly when needed, as well as providing more flexibility with software decisions such as to upgrade or not to upgrade. It's really no surprise that businesses and individuals are moving to open source at exponential rates.

Of course, Open Source has always been very much associated with Free, although there are other solid reasons to choose it beyond its cost. The pool of development resources is not limited to a specific company or provider, but instead is seemingly unlimited. As a specific open source project becomes popular, more and more developers start contributing, growing and adding to the code. Not only do they enhance the software to make it better for everyone, but they also create markets for their own support services. The better the code is--more people will use it-- and the more support is needed. Large developer communities have evolved around each software project, contributing to its growth, and administering its support. These open source communities are continually coming up with new innovations, powerful add-ons, extensions, and effective tools.

With so many open source choices available, even the ubiquitous LAMP stack (Linux, Apache, MySQL, and Perl) has come to be accepted as generic term for any completely open source application stack--substituting interchangeable parts from other sources that include "PostgreSQL, SQLLite, Apache Derby," as well as "PHP, Python, Ruby, Groovy and JavaScript." Even behemoth Microsoft has entered the game with their own Open Source CMS Platform.

Additionally, interactive ad agencies are able to offer their managed computer services at lower rates when developers take advantage of Open Source technologies. This enables clients to do more within their budgets. Every size company can now take advantage of Website integration, online advertising, and interactive media development due to the emergence of open source and accumulation of knowledge brought to us by the developer community. Businesses across industries are now embracing these technologies, taking advantage of interactive media, and using a more integrated approach to marketing with the vast number of new tools that are now available from these creative, innovative communities of developers.

 
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