Key learning points

(Source: www.w3.org)

With the emergence of the multimodal text, document designer has also evolved in tandem with the revolution of technology. Hence, as we moved from the heavily written text (monomodal) to the multimodal texts era, a new level of literacy is constructed.

In other words, today's communication requires document designer to be aware that 'written part is only part of the message, and no longer the dominant part' as suggested by Walsh (2006).

Whether we are writing or designing, there is a need to completely comprehend on the following:-

(i) social or cultural context of the individual reader

(ii) socio-cultural context of the text production

(iii) genre and purpose of the text

(iv) interest and purpose of the reader

(v) immediate situation in which the text is being read at any particular moment

In essence, always bear in mind what is the purpose of the document, who are intended audience, and in what context are the document design in.

References

Schriver, KA 1997, Dynamics in document design: creating texts for readers, Wiley Computer Pub., NY.

Walsh, M 2006, ‘Textual shift: Examining the reading process with print, visual and multimodal texts,’ Australian journal of language and literacy, vol. 29, no. 1, pp. 24-37.

It’s all about personalisation

Without a question, I think this is by far the best discovery I have ever made about possessing something unique yet personal.

What do you think about having your own personalised M&Ms (chocolates)?

Are you glowing with curiosity or beaming with happiness now?

Whatever it is, let me share with you about this personalised marketing plan by M&Ms.

Personalised M&Ms

(Source: http://www. mymms.com)

What excites me the most about this is the fact that I am able to print my own M&Ms by selecting the message of my choice or even printing my face on those colourful chocolates.

I think it is a really cool way of selling products, in particular products that appeal to the younger generation. This marketing idea is unique as it offers consumers an avenue for self-expression. More importantly, it creates interaction and engagement on a personal level.

It's all about personalisation

In a business environment where advertising calls for desperate attention of potential consumers, personalisation is important. Personalisation can also be viewed as a way to solve information overload as personalisation addressed individual needs, wants and preferences which helps to build and strengthen the relationship between the organization and customers.

As Gripekoven (2004) explained:

• "Personalisation is all about delivering the appropriate offer to the proper customer. That can lead to stronger and more profitable relationships with customers. By understanding and predicting customer behaviour, companies can create a competitive advantage – but that can be highly dependent on the personalisation technique used."

• "Dynamic personalisation technology allows companies to provide their customers with an entirely new experience of personalised offers and content. The real-time capabilities of dynamic personalisation provide greater accuracy and the flexibility to adapt to changing trends."

In an article by Canning (2008), Johannes Weissenbaeck was quoted saying, "…advertising of brands is moving from talking at people to the role of becoming hosts for experiences in which the consumer is in control. Experiential marketing comprises everything from designing shops to creating events, marquees and even publications and web pages that entice people to engage with the brand or product, rather than simply placing an ad in front of them."

He also added that certain experiential marketing idea works for certain generations. For instance, '… mothers more easily targeted with themes build on trust, while generation Y is rooted in entertainment.'

In essence, marketers should be aware that digital marketing and personalisation now come hand in hand. Personalisation ensures the message and communication initiatives of the marketers hit the right target audience more effectively.

References

Canning, S (2008), Interaction speaks louder than words in marketing, The Austrialian Online, viewed on 12 November 2008, <http://www.theaustralian.news.com.au/business/story/0,,24625560-7582,00.html>.

Gupekoven, J 2004, Personalised communications in e-marketing, The European Institute for research and Strategic Studies in Telecomunications GmBH, viewed on 10 November 2008, <http://www.eurescom.eu/message/mesageMar2004/Personalised_communication_in_e_marketing.asp>.

Are u at risk?

Looking at the current media revolution, we are like swimming in a pool of social media online platforms. Being washed by the endless waves of new and better technology in such a short time span, do you think the existence of Facebook, Twitter, Friendfeed and the like have changed

… the way we view privacy,

… the way we share our lives,

and with whom we share our lives with?

These three questions have been boggling my mind lately as I ponder upon how I have changed from being a very secretive and private person at nature to a person who is trying to let loose a little about myself as I embraced streaming in my lives.

Am I the only one?

I am definitely not the only one because the existence of these social networking sites has redefined a whole new genre of borderless communication. These sites have changed our perception and established a new culture in if not all, in most parts of the world.

Today, we don't keep our thoughts to ourselves. We want to share them with others and simultaneously we want to hear what others have to say about our thoughts. We are more interested in building a web of information sharing. On top of that, it is innate in us the desire of wanting to know what others is up to.

But are we revealing too much?

So, one might ask how much is too much? At the end of the day, it is absolutely a very subjective question as it depends on each individual. However, let me remind everyone that the web is not a very safe place after all.

In this article by Kelly (2008), it is reveled that the personal details of Facebook users could potentially be stolen surreptitiously by just 'creating a malicious programme, masquerading as a harmless application'.

This was discovered by the BBC Technology programme Click. The programme managed to detect Facebook security flaw - the programme is capable of hacking someone's account to obtain information such as name, hometown, school, interest and photograph.

So, remember to think twice before revealing any information about yourself! The choice is in your hands.

Reference

Kelly, S 2008, Identity 'at risk' on Facebook, BBC News, viewed on 11 November 2008, <http://news.bbc.co.uk/2/hi/programmes/click_online/7375772.stm>.

Be careful when you redesign

Facebook is the social networking mantra of the 21st century.

Just a peak at the current social phenomena, Facebook seems to be staying before another new social networking site sweeps us off our feet again. It is undeniable that Facebooking is the in trend amongst millions of people around the world. However, when Facebook announced that they are introducing a new layout, millions of its members lambasted the whole idea.

"New" Facebook

When Facebook first unveiled its makeover in July 2008, there was a link that allowed users the flexibility to switch between the "Old" and the "New". At that infancy stage, the introduction was done subtly to provide time for users to explore and learn the whereabouts of the new layout. Unfortunately, the "New" Facebook caused hysteria among its users with approximately 7 million out of 100 million users joining protests groups that disapproved the new layout.

Why Facebook redesign?

As Dubinsky, Paretti & Armstrong (2001) aptly described, it is important that readers browse sites that are not too cluttered and difficult to understand. As such, the used of segmentation and frames in a website is to help make the website looks neat, eye-soothing and user-friendly.

Facebook's goal is to create a clean and organized layout to reduce the clutter of member's profile pages. In order to give users the flexibility and freedom to select what should be more prominent on the profile pages; hence, Facebook implemented the 'tab' layout.

With the 'tab' layout, profiles were divided into five seperate tabs: Feed, Info, Wall, Photos, and Applications. This gives the users the flexibility to add on tabs whenever they like.

(Source: www.facebook.com)

According to ABC News (2008), Facebook's Vice President of Marketing, Chamath Palihapitiya was quoted saying, "We want to make sure it is easy for people to push and pull information in the form of bite-size content rather quickly."

In the end

Despite its fuming uproar by many, Bitzenhofer (2008) who conducted an analysis to observe the reception and adoption rate of the new layout said that the "New" Facebook was accepted steadily and by the week of August 17th, there were more than 50% of all Facebook users who have checked out the new layout. In addition to that, by that very same week, about 60% of users decide to stay on the "New" layout.

(Source: www.compete.com)

This indicates that any redesign should come with a purpose and function. Beyond the aesthetic appeal of a site, web designer needs to take into consideration the needs, desires and expectations of its users. Ultimately, the new design has to be a better version than what preceded it.

Just as NaMee (2008) advised, "Changes must add enough functionality (for you or your users) or improve usability in such a way as to offset your visitors' resistance."

References

Bitzenhofer, B 2008, The "New' Facebook: Learning from old mistakes, Compete, viewed on 2 November 2008, <http//blog.compete.com/2008/09/03/facebook-new-old-version/>.

Dubinsky, J, Paretti MC & Armstrong, M 2001, Principles of Document Design, viewed 1 November 2008, <http://ebbs.english.vt.edu/tw/TechnicalWriting/docdesign/index.htm>.

ABC News 2008, Facebookers unhappy with the new look site, ABC News, viewed 4 November 2008, <http://www.abc.net.au/news/stories/2008/09/12/2362454.htm>.

Hoffman, H 2008, Facebook's new profile design is all about tabs, CNET News, viewed on 4 November 2008, <http://news.cnet.com/8301-13515_3-9949175-26.html>.

McNamee, J 2008, The facebook factor: Redesigning a website, Centre of Digital Imaging Arts of Boston University, viewed on 6 November 2008, <http://www.netmag.co.uk/zine/design-culture/how-to-redeisgn-a-website>.

Perez JC 2008. Facebook boycott called as millions blast new design, MSN Tech & Gadget. viewed on 7 November 2008, <http://tech.msn.com/news/articlepew.aspx?cp-documentid=10790025>.