Posts Tagged ‘ Real Marketing ’

2011 Trends Overview – round 1

As every now and then i like to just post and recap the top trends as per  Trendwatching.com – CLICK HERE FOR THE FULL ARTICLE

Trends have always been one of my favourite things in life, I still remember the very first trend briefing I got at iKineo – my first job. I sat up an entire evening allocating different business models to each trend. Everything became evident, clear, the world started making sense again, as I realized us, consumers, people, we rule brands, not the other way around. And those brands still silly enough to not put people at the centre of their universe, will struggle to remain sustainable post 2011.

I will add more trends as they get released towards the end of this year, as everyone tries to anticipate what the future holds. But here is the thing, balance. It is such a well known word, yet mostly forgotten during everyday decisions where we get so wrapped up with our immediate deliverables and top level expectations. We often forget the first place to start is with your own people.

You would be surprized how much you can learn spending the day in the field, with sales, with operations, with journalists, with developers, with trainers, with finance, with buyers, with the media, just reading all the insignificant buzz about your brand on google.com/realtime.

Never forget the power of the people on the ground.

Another one of my favourite Trend Reports –

Happy Monday everyone!

I Love Technology.

I am not 100% sure, how, when or why I fell in love with technology. My most obvious guess would be somewhere between efficiency, eliminating boredom, the fast pace it changes at and my childhood interest in imaginary new innovations. Within technology development, usage (both personally and professionally) as well as the economics, philosophy and psychology of technology, I always find myself in one position.

STANDING IN THE SHOES OF THE PERSON. That is by far my favourite position.

And I am not referring to the buzz word – customer centric – that every consultant throws around the boardroom table, no, I am referring to HUMAN BEINGS.

This is probably one of the best examples I could find, again one of those that I am so delighted to stumble upon, as it takes all my complex insights and illustrates the scrambles of my mind in simple points. Another, further illustrating where my head is at is:

http://www.cluetrain.com/

Since I find myself in the banking industry, and against my initial expectation I am starting to really enjoy the industry I thought would be worse than being stuck in a society where people only wear ugly clothes. But it is not, in fact, it is rather fascinating,

and I don’t think I am the only one that thinks so, according to the BRANDZ 2010 report

Even more fascinating, is the FUTURE OF BANKING.

(source: slideshare.net – and i wish i could remember the name of the presentation)

This iPhone 5 mobile payment prediction in particular – READ THE FULL ARTICLE HERE

The lines between telecommunications, banks and retailers are all blurring. Think MPesa, Pick n Pay Banking, Cardless Mobile Payments, and somewhat unconventional payment review technologies popping up everywhere

-my choice for the day – BLIPPY

Basically an online mobile payment tracker & reviewer. In simple terms, you buy something, and you post it with a review of the product you have bought. You can follow your friends, but you can also see exactly what everyone has said about a product you might want to buy,or service or anything really. And here is the key differentiating factor – you know that they have actually bought it.

To me, it just makes sense, it is more relevant, but whether people will take onto it, well that is what we will probably learn in time. Any Ideas? Perhaps just what Vodacom’s The Grid need, a Location Based Purchasing Review Functionality, or have they already done that, it just missed the USER experience. Typical Fail.

And on that note,

Today I would like to end off my love for people in technology, with a quote, which for the life of me I cannot relocate where I found it, but it has become one of my corner stones in strategic thinking around technology development –

” What is remarkable about the growth of technology, is not how rapidly the hardware has evolved, nor the software, networks or even the internet,

BUT RATHER

the fundamental way in which technology is changing human behaviour…

P>S – just some cool stuff to check out, if you have not already:

The Changing World We Live In

We all have different opinions and experiences influencing our perception of when the world started changing, personally for me it all started back in April 2005 when Thomas L. Friedman published one of the most influential books probably released that year –

http://www.thomaslfriedman.com/bookshelf/the-world-is-flat
We were entering Globalization 3, and it happened whilst we were sleeping. The world has changed from:
Countries ——>    Companies ——>    Individuals
The world became a flat global playing platform, the product of:

horizontal convergence of the Personal Computer, Fibre Optical Cables, Workflow Software & Standardized protocols, The Internet and later the WWW which brought about a technological revolution that transformed every aspect of business, life & society, which not even the Global Conglomerates could have prepared for.

My favourite flattener and most indulged concept since, that day in April 2005 when I read the whole book in one day, have always been “The Steroids”
“ Technologies that turbo charges and enables information  – digitization; at high speed; wirelessly (mobile) shared on personal devices –
FASTER< FARTHER<CHEAPER and more easily!

And this is exactly where the Google’s, the tweeters, the ipads, the Facebook’s of the world fit in.Soon after the “The World is Flat” , the discovery of things exploded as more and more journalists, authors and bloggers  illustrated the changing world we live in, and each in their own individual right trying to make sense of this phenomena we find ourselves living through.

Think, Freakanomics, Tipping Point, Google, Life Inc, 7 habits of highly effective people, Good to Great, Who moved my cheese? , The Power of Now, The Innovators Dillema and more recently – SUPERCONNECT

Snippets below from a presentation illustrates where my thoughts are floating:

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Opening Keynote at the Creative Company Conference by arne van oosterom (SOURCE)

Soon organizations started changing, with unconventional ways of thinking, where the old age of bureaucracy and people management are influenced by the changing world we live in –

The MEDIA REVOLUTION – key ingredient in the changing world we live in:

And today we are presented with what is called Web 3.0:

Digital convergence is taking on new meaning as we start seeing the proliferation of  the internet across television, mobile devices and any other electronic devices both online & offline. The word interactivity takes on new meaning.

Technological innovations both online and offline brought about a modern day culture recently defined as the “ Innovation Insanity “ The media realized that the power are shifting into the hands of the consumers and publishing took on a different style of make up. People all over the world are realizing the playground is becoming smaller, and we are moving into an era where soon it will be one Global Technologically Connected world we live in.

The impact on society stretches into every industry where technological innovations and the internet changes the workplace, medicine, dating, drinking, eating, feeling, communicating, publishing, designing, developing, etc

In marketing, or real marketing as I like to call it, I feel the fight for digital can end now. It is no longer about budgets shifting or modern vs traditional or above, below, through or ontop of some silly line that no one even knows what it stands for. Technology is supposed to be integrated; it is about making lives better and bringing more relevant offerings. It is about increasing marketing effectiveness, lowering costs for research, it is about involving the customer. It is about publishers – no longer simply producing content, but rather “ packaged information” tailored according to behavioural and social habit analysis.

It is about connecting the dots, between people, products, places, information and this thing called life.

It is about the changing world we live in.

Integrate it.

A project I just Love

And sometimes when you see something it ignites a feeling inside, similar to how the guys at Epipheo Studios are changing the world of online video advertising.

The internet is designed to share experiences.

Everyday change is happening around us, every day we discover new things. Innovations are happening by the minute, innovations that changes the way we live our lives. Today I stumbled upon this article, and as it is relevant to my current project at Nedbank, I read it. And I liked the thinking behind it. So I shared it. And this I do about 20 times a day to about 20 people. You do the math…

Bank of America and Visa Working to Bring Mobile Payments to the Masses – click here to read full article.

Real marketing is no longer a word I just made up, it is a reality. The global vision is here.

“Create products that make our lives better”  “Tell us about things that will make our lives better” “Tell us in ways that ignite good feelings”

Companies are realizing that they have to start listening to what people are saying. True or False – well until I saw this new joint venture, I might have been in doubt. But now I know, that even the smartest of them all are realizing this. So new companies are formed – like this one. (I actually found this article in an Egyptian newspaper – random piece of information 🙂

Nielsen and McKinsey form Joint Venture to Help Companies Use Social Media Intelligence for Superior Business Performance – click to read full article

So i think it is safe to say, that the world of marketing is changing, it is forced ( unfortunately that is, i mean it is a bit idealistic to think that people will actually create things that are good for other people, willingly and make money, i mean who will buy that right?) – forced to change the way they used to do things, make things, communicate things, deliver things in order to make peoples lives better. In a more corporate way of saying it – as per the public relations officer over at NM Incite – ” The initial areas of focus are measuring and improving marketing effectiveness, product launch optimization and customer service experience ”

And that is what real marketing is all about, or at least the way I like to define it.

And as said in the beginning of this post, sometimes when you see something it creates a feeling inside, and my feeling for the day is this Project I just Love.

Imagine it actually happens. I might go to Time Square then next time I am in New York. Either way, the thought is there, the project is there, the movement is there, and that is a good start. Now all we need to do is share.

http://www.timessquaretoartsquare.org

Watch the video – CLICK HERE

Times Square to Art Square Teaser from Times Square to Art Square on Vimeo.

So it can be safely assumed, that we are living in a fast, flat and rapidly changing world, which is probably going to be the heading of my next post…

Social Influence Marketing

Social influence Marketing – I never knew that is what it is called. So many insights that I have derived from simply observing society, shopping behaviours, reading thousands of articles online and indulging in my own imagination really – and then finding a report – that once again takes all my ideas and justify it with factual research and statistics.

Even the heading – so similar to my previous blogpost i started doubting whether i subconsciously perhaps saw the report before? But i did not.

Lets start at the beginning. I have a product or service and i want to sell it. So what should be my first question?

And then once they have found me, what are the influences when purchasing?

So what does this mean for my brand?

Several really amazing insights in this report – which i highly recommend reading.

To end off for today – i found this checklist. Simple. Standard. But relevant, and in a world where so often our minds are completely flustered with new information – processing at a 100 miles per minute – it is delightful getting one or two simple tactics that can be implemented immediately.

I still believe in Real Marketing, Real Branding and Just keeping it real being the way to go. It is not about the Loerie award. It is still all about connecting the dots. I am most definitely in the wrong country, marketing directors running with the biggest budgets for consumers at the bottom of the pyramid, equally unaware, equally removed, equally operating in a world so far in the past i am struggeling to keep my feet on the ground of the reality.Social Influence Marketing has only just started penetrating our shores.

But the reality of South Africa is that 70% of the population resides in the bottom of the pyramid, and the most successful marketing campaigns are the ones focusing on triple bottom line. Perhaps keeping it real is closer related to cause related marketing than what i initially believed… My next post will elaborate more once i had a look at my thesis and all the findings that will be of a lot more relevant now that i have a far better understanding of the world of media, marketing and the masses.

CONNECTING THE DOTS BETWEEN PEOPLE | BRANDS | TECHNOLOGY

Real Branding – as i like to refer to it – Is really what my mind has been occupied with. Today I found a new man that I will probably keep an eye out for online:

@paulisakson

twitter is such a magical platform to milk the minds of those you find interesting, without the negative connotations usually associated with being an information junkie – such as constant questioning, waiting for answers and explanations, or simple story telling of experience. I now find my answers in real time without bothering anyone on my phone.   # i am a trend and social media shopaholic.
So in my shopping bag today, I have a few random links I would like to keep in my snap store. Perhaps I have not yet connected the dots between them – but I think often the lines of relevance and interdependence comes during the exploration phase. If you look closely enough, everything is related, or at least in my 25 years of exploring various elements of the world as a whole, I have noticed – PEOPLE. BRANDS. TRENDS.  – WE. IT. THEY. – all connected.
So to me it seems evident that – WE NEED TO ALLOW TECHNOLOGY and THE INTERNET, TO ENABLE A CONNECTION TO OUR WORLD. NOT THE OPPOSITE.

Firstly, I just have to touch on Google Wave – just because I haven’t yet, and I think it will be silly to leave it off the list, as it fits so perfectly into the maze of connecting the dots.  This video is really what got me excited:

Secondly, I mentioned Paul Isakson earlier, and this presentation is  what made me realize that REAL branding, is not just a word I came up with (refer to some of my earlier posts) – it is a reality and hopefully –  we will be able to see local brands adopt the mindset, sooner rather than later.

I always find it most enlightening when what has been rolling around in my head, gets summarized and set out coherently by someone else, so that I can pass it on to the world in a less upside down manner.

Paul perfectly illustrates how things are changing. Our new generation of marketers and brand builders who got taught with open source platforms, unlimited access to information and the downfall of traditional media – soon realized – it is time to put people back inside the world of Branding. Similar to Business – global awareness of “triple bottom line and increased focus on corporate governance and sustainable business development”, puts people back inside the world of Business. Think of the increased focus on organizational structures and corporate cultures, Google as a prime example, puts people back inside the world of occupation and careers. And as Tom Friedman illustrated in the World is Flat, COUNTRIES – to – COMPANIES – to – INDIVIDUALS.
We are all connected. And we are all human.
This is what brings me to my last bit of trend shopping for the day. Sixth Sense Technology. Not only did I watch this video about ten times, I simply couldn’t stop myself from trying to imagine it in my own life, and the resulting consequences and impact on the way we live our lives, simply by connecting the dots.

And Lastly, Just for fun:   ENJOY MILO!

Till next time, keep on connecting the dots…