Now, so much more than "Advertising."
There will be fighting for minds and budgets... cockfight or dogfight?
See:
http://partners.creativechaos.co/awny17
Fighting Thru Advertising Week 2017
Now, so much more than "Advertising."
There will be fighting for minds and budgets... cockfight or dogfight?
See:
http://partners.creativechaos.co/awny17
Our Only Hope ... Is TechDev!
The "inside" Digitization needs of our corporate clients are not changing... they have been trying to evolve their Digital operations for decades.
The problem is that this transition to digital efficiency is difficult emotionally (who prioritizes what?) and technologically (who is coding what?).
The big Management Consultants have seized this opportunity by helping CEOs directly with this heavy lifting. Marketing Agencies are not... but they should and they can... by adding technology solutions beyond the Media Platforms.
Accenture, Deloitte, Mckinsey, PwC, etc. always follow the opportunity (so can you).
Here are some excerpts from the latest Advertising Age Cover Story - "Out of the Shadows, Consultants Creep in on Agency Turf."
... bring together the agency's data, analytics, research, CRM and search technology capabilities with the goal of creating more personalized content for clients.
The big consultancies are underestimating the value of creativity [and] the agencies are under- exploiting the value of business analytics," said Ivan Pollard, senior VP-strategic marketing at Coca-Cola Co. "Someone's going to crack that soon because data plus creativity is the future."
... startups like Uber and Airbnb have built brands by disrupting traditional business models with easy-to-use consumer interfaces—not with big ad budgets.
"Historically, brands have been built by pushed messages" with ads that gave "suggestions about how you should feel, or emote or think about a product or service," he added. But "we don't believe that is true at all anymore." Instead, Accenture's philosophy is that brands are built through "hundreds of customer interactions," ranging from e-commerce experiences to how people are treated in physical stores
The new branding is this idea of building experiences for customers that allow them to experience you in ways that are much more honest and truthful and engaging than just standing on Mount Olympus shouting what it is that you want somebody to believe about your brand,
One of the things that the consultancies have going for them is that they are not going through the traditional marketing channels. They are either going top-down through CEOs, or they are even going through the board
Once inside, consultancies position themselves as cost savers via big reorganization projects, while ad agencies are perceived as cost drivers
Deloitte Digital's agency Heat says, " We won this account specifically because we understood their business. We could bring all of the competitive intelligence and business strategy to bear in the creative pitch process and ultimately brought a data-driven approach to world-class creative," Hatch said. "You've got to check all those boxes."
SO... the article headline is wrong. What the Managing Consultants provide has never been the "Turf" of the Agencies.
However, technology solutions integrated across a clients business goals is an opportunity AND an obligation for all vendor/partners.
FYI - Adweek also explodes this in the "Big Bang - New World Order - Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology."
The problem is that this transition to digital efficiency is difficult emotionally (who prioritizes what?) and technologically (who is coding what?).
The big Management Consultants have seized this opportunity by helping CEOs directly with this heavy lifting. Marketing Agencies are not... but they should and they can... by adding technology solutions beyond the Media Platforms.
Accenture, Deloitte, Mckinsey, PwC, etc. always follow the opportunity (so can you).
Here are some excerpts from the latest Advertising Age Cover Story - "Out of the Shadows, Consultants Creep in on Agency Turf."
... bring together the agency's data, analytics, research, CRM and search technology capabilities with the goal of creating more personalized content for clients.
The big consultancies are underestimating the value of creativity [and] the agencies are under- exploiting the value of business analytics," said Ivan Pollard, senior VP-strategic marketing at Coca-Cola Co. "Someone's going to crack that soon because data plus creativity is the future."
... startups like Uber and Airbnb have built brands by disrupting traditional business models with easy-to-use consumer interfaces—not with big ad budgets.
"Historically, brands have been built by pushed messages" with ads that gave "suggestions about how you should feel, or emote or think about a product or service," he added. But "we don't believe that is true at all anymore." Instead, Accenture's philosophy is that brands are built through "hundreds of customer interactions," ranging from e-commerce experiences to how people are treated in physical stores
The new branding is this idea of building experiences for customers that allow them to experience you in ways that are much more honest and truthful and engaging than just standing on Mount Olympus shouting what it is that you want somebody to believe about your brand,
One of the things that the consultancies have going for them is that they are not going through the traditional marketing channels. They are either going top-down through CEOs, or they are even going through the board
Once inside, consultancies position themselves as cost savers via big reorganization projects, while ad agencies are perceived as cost drivers
Deloitte Digital's agency Heat says, " We won this account specifically because we understood their business. We could bring all of the competitive intelligence and business strategy to bear in the creative pitch process and ultimately brought a data-driven approach to world-class creative," Hatch said. "You've got to check all those boxes."
SO... the article headline is wrong. What the Managing Consultants provide has never been the "Turf" of the Agencies.
However, technology solutions integrated across a clients business goals is an opportunity AND an obligation for all vendor/partners.
FYI - Adweek also explodes this in the "Big Bang - New World Order - Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology."
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Your Play is INSIDE
By neglecting digital supply chains and ecosystems,
companies risk irrelevance
Most companies have been focusing their digital efforts on their OUTSIDE marketing ... but, "The aspect that makes the biggest difference in successful digital reinvention is morphing from products to platforms, which means adapting supply chains and leveraging ecosystems."
Mckinsey's Director of their Global Institute has done the research ...
"Digitization of supply chains accounts for more than 75% of the impact on incumbents’ profit growth"Here are 3 hurdles to get over:
1. Launching a digital platform requires a willingness to disrupt your industry, and your own business. To date, only 10% of companies have dared to take that route; the majority fear self-cannibalization and the loss of their current dominant position — even though this position may prove short-lived as digitization advances.
2. Moving into the platform game is hard for companies with legacy IT investments. Building a digital platform requires an agile and scalable IT architecture — something for which most few incumbents prepared in their past technology investments.
3. The platform game requires an allo-centric rather than ego-centric approach. When investing in a new industry ecosystem, the primary focus should be on growing that ecosystem’s total value. That’s not a natural mindset for traditional companies. Most incumbents worry mainly about their own share of the pie, not about growing the pie for everyone. This is a strategic mistake, as I argued in a 2015 article in the Journal of Digital & Social Media Marketing. The best way to ensure a high share of the digital ecosystem is to both shape it and distribute value fairly in the network, which helps ensure that others adopt the platform and make it sustainable.
"The incumbents that succeed in the digital future are those that cultivate organizational agility, an ecosystem mindset and willingness to self-disrupt."
WANT MORE?
(you want more)
- Read how Management Consultants are providing what Marketing Agencies are not.
Hint #1: It is way more than marketing and media
- See this overview of the varying degrees of Digitization in several industries...
Hint #2: The opportunities are in Hospitality, Healthcare, Entertainment and Recreation, and Real Estate.
- In Mckinsey's Report, this infograhic shows that there is HUGE need...
Hint #3: The Nikes, Amazons, Walmarts, etc. on the right-side are spending billions on digitizing their operations (not just marketing). The opportunity is to help ALL THOSE companies in the middle stay competit
(click to enlarge)
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AdAge IQ Martech Conference
Below are the hot points from yesterday’s AdAge IQ Conference for Marketing & Technology.
This powerfully simple slide from Chiefmartec infographic-whisperer Scott Brinker says it all … technology is dictating our growth and pace.
These are the 3 main topics from the stage and conversations with attendees:
1) Learn to adapt with tech by hiring a nerd. Partner with nerds. Revenge of the Nerds.
2) There are 6.8 billion mobile phones. So there are 6.8 billion personalized versions of the Web. How are you making it easier for customers to include you?
3) The Marcom Tech “stack” is crazy-complicated (see Scott's "Supergraphic below). Agencies and partners must patiently help their marketing clients understand and communicate internally to get buy-in across their company.
Josh reminding us to adopt the new Marcom Tech language to inspire new creative thinking and data-driven actions.
Any conference that is starting to use the term “stack” is where I want to be…because this usually means there is conversation about integrating with the other levels of technologies (and my new favorite Agency partners!) between the business and customers.
Julia Brady of The VIA Agency and I talked about our high expectations for events such AdAge IQ. Yes, we travel downtown and down from New England to network with connections, but, the same tech we are all talking about should be demonstrated and leveraged for OUR superior experiences before, during, and after the event. There are eager vendors that will deploy (literally) hands-on smartphone demos of live data providing insights and personalization for proximity-based meetings that match our personal profiles. Hey Nielsen...Data Demos!
These events can be a fun and functional “tech sandbox” allowing attendees to increase their value as curators of the most relevant content using presentations with multimedia links, research, and tools to share with internal teams and clients.
Perhaps we should only go to industry events at tech-pimped venues like Cornell’s Tech Campus opening up this fall on Roosevelt Island. Check out some videos at the Consumer Electronic Show’s “C Space” for marketers.
These are the 3 main topics from the stage and conversations with attendees:
1) Learn to adapt with tech by hiring a nerd. Partner with nerds. Revenge of the Nerds.
2) There are 6.8 billion mobile phones. So there are 6.8 billion personalized versions of the Web. How are you making it easier for customers to include you?
3) The Marcom Tech “stack” is crazy-complicated (see Scott's "Supergraphic below). Agencies and partners must patiently help their marketing clients understand and communicate internally to get buy-in across their company.
Any conference that is starting to use the term “stack” is where I want to be…because this usually means there is conversation about integrating with the other levels of technologies (and my new favorite Agency partners!) between the business and customers.
Julia Brady of The VIA Agency and I talked about our high expectations for events such AdAge IQ. Yes, we travel downtown and down from New England to network with connections, but, the same tech we are all talking about should be demonstrated and leveraged for OUR superior experiences before, during, and after the event. There are eager vendors that will deploy (literally) hands-on smartphone demos of live data providing insights and personalization for proximity-based meetings that match our personal profiles. Hey Nielsen...Data Demos!
These events can be a fun and functional “tech sandbox” allowing attendees to increase their value as curators of the most relevant content using presentations with multimedia links, research, and tools to share with internal teams and clients.
Perhaps we should only go to industry events at tech-pimped venues like Cornell’s Tech Campus opening up this fall on Roosevelt Island. Check out some videos at the Consumer Electronic Show’s “C Space” for marketers.
Here are a few key slides from AdAge IQ:
(click to enlarge)
Spotify's Mayur says take your precision pit crew through these trecherous curves
Baker @TBWA doing the data dance...
BEFORE, during, and after campaigns
"The worst thing you can do is have the consumer feel your org chart"
Jeriad Zoghby @AccentureSocial
The power-panel asks for patient support to question everything and get team buy-in.
Jenn tells vendors to prove it and get #s on the board
Anna says know (really know) your customers
Duane focuses on actions and conversions
Seona plans start to finish with her partners
Garrett deftly navigated people and the QandA tech
Don't panic. Just start with focusing on the categories on Scott's supergraphic
Deep Antifragile Thinking
Industry engagement idea for Nielsen
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Are Your Customers James Bond?
Adobe has a new series of awesome video commercials that make you want to watch - and learn - about the features of their Marketing Cloud. This is the state of "advertising" at it's best ... a parody of a parody... ironic irony.
As you watch my favorite spot below, think about how your customers are as cool as James "Hunter" Bond ... they've done everything right... but once again, omnichannel marketing has let them down. Just look at the expression on the face of this frustrated customer #007.
This nails the problems and positions adobe as a solution.
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This nails the problems and positions adobe as a solution.
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IoT Platform Roundup - Do The Wave
After a grain of salt or two (thousand) so the pay-to-play tastes better, check out Forrester's new report on IoT Platforms
Summary:
IBM, PTC, GE, and Microsoft lead the pack. AWS, SAP, and Cisco Jasper offer competitive options. LogMeIn, Ayla Networks, Exosite, and Zebra Technologies lag behind.
Do the Wave...
For more on the future of, well... Things. check out an overview of MIT Enterprise Forum's Connected Things event from earlier this year and mark your calendar for the next event in March 2017.
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Pilot Show - So You Want to Work in Tech
Ted Reed is at it again! My Emmy Award winning friend has a new broadcast TV and Internet program that will be both important and fun.
"So You Want to Work in Tech" will cover all the innovative tech activities in Boston and beyond... so you know where you can get involved ... and know where the future is already here disrupting your industry!
I am on his Digital Strategy team. And that's Erika Ebbel Angle from Scientists for Science and iRobot fame.
We will look behind the scenes of tech companies across the region and hear from people in specific job titles about how to get hired and succeed.
Our mission is to help build America (!) by supporting economic development in the Global Internet Economy. Plenty of tech jobs are available so let's get the right people in the right seats. And these are the best seats - growing fast, clean and sustainable, plus they can easily expand internationally.
The US, and especially Boston, needs trained employees in and around tech for ALL types of positions.... "So You Want To Work In Tech" will help everyone understand this ecosystem.
Tech is in every company and position ... Keep up by staying ahead.
Check out the promo reel for the pilot ...
Managed the platform for INTERACTIVE multimedia content and services at many resorts including across the Vail mountains (and many other locations like Times Square for Kodak)
Integrated iSki.cc mobile app into cross media promotions
Bringing the mountains to Madison Avenue
On-line and on-slope events
Testing the most relevant ad and content partners
Partnering with the best for tech integration and content
Events for entrepreneurial inspiration
Innovation on every platform - Desktop apps before mobile apps
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Opportunity In Varying Degrees of Digitization
As I am always looking for industries that have a need AND a want for Digital strategy and software solutions (such as mobile presence with apps and connected devices), the current opportunities are in Hospitality, Healthcare, Entertainment & Recreation, and Real Estate.
Click to enlarge this Mckinsey chart for an industry breakdown. Look for low Digital use and high productivity growth.
There is huge growth potential:
Details...
This is from Mckinsey's "Haves and Have Mores" Download Full report PDF
Last year Mckinsey has some advice
HBR has a POV
More...
Mckinsey shares insight into how America can return to dynamic and inclusive growth... Here are 2 excerpts:
One of the 5 pillars of progress
- Digitization. The US economy is rapidly digitizing, but its progress is highly uneven. Focusing on the gap between lagging sectors and those on the digital frontier is a key part of the productivity puzzle. Government can play a role by promoting digital investment, digitizing public services and procurement, clarifying regulatory standards to encourage digital innovation, and taking a nimble and experimental regulatory approach to keep pace with technological change.
Bringing these initiatives to fruition requires investing in the future. But that is not to say that the only answer is trillions of new taxpayer dollars. Some of these policy actions are simply about creating opportunities, modernizing rules, convening, and matchmaking. In addition, there is a great deal of private capital on the sidelines, and investors are hungry for opportunities. Some businesses are already working with federal and local administrators in areas ranging from workforce training to urban redevelopment. With so many technology breakthroughs and new markets on the horizon, the United States does not have to settle for stagnation. ..
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The North Shore of America
NEXT 9/29/17: (Share this) - See you at TECHNOLOGY COALITION OF THE NORTH SHORE FALL CONVENING #NSTC #InnovationLeader http://bit.ly/NSFall2017
UPDATE: Check out this latest assessment of North Shore businesses... the top two markets should lead our priorities for growing our region's economy - Scientific Research and Advanced Manufacturing.
So, we should make these our "brand" ... build a stronger more collaborative community... and expand from there.
That's it.
Here is an overview and an idea from the last "convening" event...
What an inspiring meeting this morning at the "Technology Coalition of the North Shore 2017 Launch" (details below)...
We have three priorities:
1) Talent Pipeline
- Better jobs for better employees. See Wired's POV
2) Business Recruitment
- Build your biz here because of #1 and our culture of Collaboration
3) Regional Branding
- Invite the world for #1 and #2. See marketer's take on tech.
Analogic CEO, Dr. Fred Parks shared his goals ... I believe that the Coalition should incorporate:
A) Speed to market
B) Solve 80% of the slowdown that comes from software
c) Work with people that are curious to re-invent constantly
I am proposing that the Coalition becomes a real business with our priorities and his goals.
The product? ... An Idea:
An adaptable mobile platform for collaboration across organizations and their disparate tech platforms. Including:
- communication of priorities
- voting and corroboration
- biz referral opportunities
- shared calendars (across all organizations!)
- job and advisor requests
- weather alerts, etc...
The business model includes revenue share from jobs, vendor match-making, and services. This focus will rally current companies to participate and sponsor.
We refine it here to answer the "So What?" and how. Then we $ell it to "Coalitions" elsewhere.
This could be a topic for the 2nd meeting in a couple of months. I am ready to talk about this sooner... In honor of "speed to market."
As a co-founder and random volunteer (and regular instigator) at the North Shore Technology Council - NSTC.org - I look forward to growing this business to accomplish our mission around "Community and Cause."
We have had such great success with each of the partners in the Coalition. This new more collaborative agenda will require fundamental shifts in our mutual process and more compelling "modern business model" momentum. We should also include Gough's annual economic overview.
Think about wider partnership resources and deeper technology promises... We are the North Shore of America!
David Cutler
Managing Director - www.CreativeChaos.co
Publisher - www.EatMedia.com
617-331-7852 - dcutler@creativechaos.co
The official Mission of the Coalition:
Our mission is to spotlight, strengthen and grow the technology cluster and resources to support technology companies and jobs on the North Shore. The coalition will provide complementary resources to support start up and growing technology companies through coordinated and collaborative planning, programming, talent pipeline development, regional branding, business recruitment and advocacy for Technology on the North Shore.
Launch Partners:
- North Shore Technology Councily (NSTC)
- North Shore Innoventures (NSIV)
- North Shore Workforce Investment Board (WIB)
- North Shore Alliance (Alliance)
- Enterprise Center at Salem State (Enterprise Center)
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HR Tech... A Noble Mobile cause!
How can we (you included) help the most people efficiently? We have been focusing on the employee workforce... they are accessible and eager.
We are having success with several HR Tech solution. The Cooleaf platform is one of our favorites for 2 reasons - they have the right tech (new nimble platform including Mobile) and the right attitude (great people that are wise enough to care and young enough to apply the best new media).
Because "Employee engagement" is a real problem and is the solution to most of your company's goals.
The Cooleaf process is designed to let companies acknowledge that "people are more productive and committed to the activities they're engaged in when motivated by personal interest and satisfaction rather than external factors like compensation." ... In short. how to get your staff to give a damn!
Here is an overview:
The above slide deck nails what Fast Company proclaims, "OFTEN OVERLOOKED IN FAVOR OF MONEY OR EXTERNAL REWARDS, INTRINSIC MOTIVATION IS CRITICAL TO OUR CAREER SATISFACTION AND PRODUCTIVITY"
FYI, Altimeter has a must-read article on how to make HR a strategic asset in the Digital Era. They also introduce a really cool and relevant new concept for communication across the "Experience Cloud."
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Watch The Gap
When you are focusing on your Strategic Sweet Spot - that's the best stuff you provide your clients that competitors do not... think about the gaps in your resources to fulfill on your promises today AND as user experiences and expectations evolve. Because, as you know, "evolve" is an understatement!
Keeping up is impossible. The answer?... Get help from trusted specialists in the below priorities.
As you can see in this eMarketer/SODA survey, you are not alone needing User Experience guidance for your Digital, Mobile, Connected Devices, etc. So, consider filling the gap in your executive management (see McKinsey image and article below) with specialists that honor where your business is ... and needs to go.
Mckinsey has excellent advice for how to keep your leadership in touch with the new Digital influences, opportunities, and obligations ...
Remember, be careful and "Watch The Gap"...
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