AusTech

Business and Technology Articles Contributed by UWA Students

Month: September 2019

Evolution of Disney’s film tech empire proves to be a powerhouse in film making

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When thinking about the evolution of film technology, most (if not all) people can agree that Disney is, and always has been, a leading powerhouse of an example of how to get it all right. In recent years, it has not taken a genius to note and be entirely aware of the fact that Disney is the entertainment powerhouse that knows how to keep bringing in the audience. In fact, most of the movies playing now, and even this entire calendar year, have come from Disney and its acquired and partner film studios. That in itself says something spectacular about the power of Disney.

This is a film and entertainment company that has learned how to artfully master film technology in every stage of its evolution, establishing itself as a leading force in animation and entertainment in the process. From its first feature film in 1937, Snow White, to the 1995 Disney Pixar masterpiece Toy Story, and right up to the live-action spree Disney is embodying in 2019, the magical evolution of Disney’s all-encompassing take on film technology throughout the years has been nothing short of astounding.

2D animation fixation begins with Snow White

When Snow White was first released in 1937, it spurred on a love for the aesthetic that the 2D animation artists for the film and entertainment company could so beautifully capture. There was something magical about this era of film technology. It was a time for the animation empire that was both profoundly exciting and overwhelmingly intricate. And it would ultimately come to be renowned as the moment that Disney further solidified its hold on audiences around the world. While Disney has been creating before the release of Snow White, it was this animation sensation that really solidified Disney’s hold.

3D rendering film technology revolutionises with Toy Story

By the time 1995 rolled around, and Disney and Pixar’s first full-feature 3D collaboration Toy Story came to fruition, 3D rendering was only just beginning to take form. In fact, Toy Story was the first fully 3D-rendered animation feature film. It was a movie that showcased the brilliance of film technology at a time where it truly was all up in the air. Since then, 3D rendering film technology has gone on to produce many award-winning and award-nominated Disney masterpieces – as well as paving the way for 3D rendering technology to be a widely-utilised film technology across the industry.

CGI domination with live-action spree in recent years

Recent years have seen many “live-action” adaptations of former Disney stories come to live, and they are all powered by either mostly or entirely CGI (computer generated imagery) film technology. Taking 3D rendering technology to an entirely new level, CGI has allowed for classics and new originals alike to light up the screens and take away the breaths of viewers around the world. Disney has once again proven that it is a leading innovator in film technology with its masterful use of CGI film technology. The most magical part? The best is yet to come.

The rapid rise of digital marketing in 2019

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We live in what will undoubtedly come to be known as the humble beginnings of the digital era. We have become exceedingly familiar with, even reliant on, feats of digital and technological prowess in recent years, and we now stand on the verge of an entirely new era that is going to be almost completely (if not entirely) immersed in technological absolution and enhancement. Already, this is an era that is rife with rapid digitalisation and technological advancement and ongoing development, and practically every aspect of modern life as we know it, has been transformed in its wake. Even the way that we do business, as it turns out.

Traditional advertising and marketing avenues have worked their magic for years, but as the world becomes more and more hinged on digitalisation and technological absolution, these traditional advertising and marketing efforts are no longer as effective as they once were (not on their own, at least). These days, traditional marketing efforts can be used effectively on their own sometimes, but always in alignment with new modern marketing techniques. But as time moves on, these more modern advertising and marketing efforts are going to become more and more prominent, until traditional marketing strategies are all bit irrelevant.

Rapid digitalisation disrupts the business landscape

Digital marketing is the latest and greatest force to be reckoned with in the business world. In essence, digital marketing is essentially the modern iterations of its former traditional marketing counterparts. So, in this way, traditional marketing will always live on. But when the world began to become more invested in digital marketing rather than traditional marketing, it became exceedingly obvious that modern consumers responded far more easily and far more often to digital marketing strategies than they did the traditional counterparts. So, businesses began to lean more and more heavily on digital marketing.

2019 sees the beginning of a primitive surge in digital marketing

This year, digital marketing positively took off, soaring in all-new directions and painting a very bright picture of what digital marketing can do. As of 2019, it has become abundantly clear that traditional marketing concepts just do not cut it anymore, no matter which business you are in or what demographic your target client base is. So, digital marketing has become the leading form of marketing strategising around the world. Now, digital marketing innovates in all kinds of ways, from excitable new offers, to the evolving validity of an online social media presence for a company (if you want to learn more about how to grow your following in different new ways, for example, click here). And this is just the start, too.

What digital marketing will bring to the table in 2020

We are now a few months away from the beginning of a new year. As 2020 quickly approaches, digital marketing is likely to only continue to go from strength to strength. This is evident, and almost certain, in the seemingly ever-growing interest in digital marketing degrees and prospects from companies that are well established in their industries. The power of digital marketing is that it has a unique point of reach with modern consumers, and it is a reach that continues to prove its value time and again – and likely will continue to do so going forward.

Listening In: Does Voice Tech Overstep To Support Advertisers?

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Have you ever spoken to a friend or your spouse about a purchase you were thinking about making, only to see if show up as an ad on your Facebook page? It happens all the time, and it can make it feel as though the entire world is spying on you – and the bad news is, that might just be true. As voice search becomes a more important element in our digital ecosystem, there are microphones everywhere. What many people don’t realize, though, is that those microphones are always listening, even when they’re supposed to be turned off. And not only are they listening, but marketers may be using this information to their advantage.

Voice Search: The Microphone Is Always On

As a tech-driven, on-the-go society, we find voice search appealing because we don’t even have to pause to type in our search terms. In addition to using such search capabilities while driving, reports indicate that people also use voice search while cooking and watching TV. Heard a reference to something you didn’t understand or need to convert a measurement in a recipe? Just ask the voice assistant. But in order for voice assistants to hear your initial request – the call to Alexa or Siri that supposedly “turns on” the device – the microphone has to already be on and tuned in to what’s being said.

Despite the relative novelty of smart speakers and similar devices, background microphone function has already been at the heart of several scandals. These devices have recorded conversations and even sent them to individuals’ in the user’s address book. There are also significant concerns about what it means for devices to passively record children’s speech, as companies typically aren’t allowed to collect any information from children under age 13.

Other Listening Mechanisms

Is the idea that the microphone is always on also true for those who don’t own specialty voice search devices such as smart speakers and who have turned off voice search on their phones? Yes, those users too are caught up in the web of microphones. Even if you’re not an active voice search user, a number of apps have hidden microphone access settings that users never even think about. Safari’s iPhone browser settings for microphone and camera access, for example, aren’t in the same place as other access permissions, which means users need to locate them and separately toggle off access. 

With so many apps using different voice permissions and protocols, the best thing users can do is assume that their conversations are being overheard – and that those targeted advertisements aren’t a coincidence. The fact is, voice search is poised to become the primary way people use Google and businesses are actively adjusting their marketing strategies to account for this change. One option is to find an SEO agency offering unlimited keyword campaigns. Another option includes investing heavily in natural language research to ensure that both keyword campaigns and broader content development are primed for voice search. The medium is also likely to take over the ecommerce world in the next few years as smart speaker technology becomes a standard part of the home environment.

Advertisements Meet Accuracy

The microphones are tuned in and they aren’t going anywhere in the near future, raising the question: what’s a savvy consumer to do? For one thing, avoid making phone calls to businesses using voice search. Because voice search is relatively new and virtual assistants are still attempting to master the art of evaluation, scammers are purchasing ads that displace legitimate businesses. When you ask your voice assistant to call the company, it ends up dialling the number in the fraudulent ad, and your information lands in the hands of various bad actors. The process is still new enough that the ads don’t even have to be very good; they simply need to be optimized for voice.

There’s not much that legitimate businesses can do about bad actors, but what companies can do to give their site an advantage in this changing ecosystem is invest in communications-driven web design. It’s important that companies emphasize the importance of voice to their strategy when consulting with a web design agency. Not all businesses are ready for the pivot to voice, and not all SEO agencies can handle the nuances of this new search form. 

Despite concerns about living in a world where the microphone is always on, not all background listening has malicious intent. In fact, a lot of companies use background listening as a way to improve the accuracy of their voice recognition technologies and to enhance the databases used for natural language processing and machine learning. These improvements are critical to the Zero UI future that many developers imagine, as well as for improving the performance of existing voice-driven AI. Healthcare technology experts predict that speech recognition will be a standard part of medical tech within the next few years. For an industry with such highly specialized vocabulary, speech recognition will have to improve significantly.

A Transitional Moment

Right now, neither our technology nor our marketing infrastructure is ready for a voice-first approach, but that moment isn’t far in the future. Until then, though, search will remain in a transitional moment, in which voice primarily augments touch – or typed – search. The ability to visually evaluate search results, for example, is still critical to weeding out scams and low-quality results, and the majority of websites lack aren’t yet equipped for voice optimization. Voice already has a hold on users seeking convenience, but even though it’s listening in, it leaves much to be desired in regards to accuracy, and it will take some time for the technology to catch up. 

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