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Posts Tagged ‘strategy’

Marketing Technologies- Who’s on First?

Thursday, May 1st, 2014

Foursquare moves search & discovery to the forefront and creates Swarm for friend location stalking.

Snapchat introduces a video calling feature (that REALLY puts friends in your face).

Vine moves to a web-based YouTube model (b/c all video should be channel agnostic and quite frankly- who has the attention span of more that 6 seconds on a video network anyway?)

Facebook proclaimed “more privacy for users and building trust” during the f8 conference across multiple new platform refinements— but they also launched a new mobile ad network called FAN—which uses the most robust data available (all the data we as users, provide to FB) for mobile ad targeting. Not contradictory at all? ;)

 

This all happened within 24 hours.

 

who's on firstWe learn one thing and before you know it, technology iterates more rapidly that we can keep up with. This has implications for marketers who drive engagement and content using certain technology platforms. Yet, a large majority of marketers still think of the above examples things as “social media” vs. marketing technologies. Some marketers remain in conflict with their “set” marketing plan vs. a flexible one that accommodates tech evolution per the above examples. These social examples only scratch the surface on “marketing technologies” as a larger theme inclusive of marketing automation, CRM and analytic platforms— there are 1000’s out there.

Who’s responsible for marketing technology?

Is that still the responsibility of the brand marketer? Do they have the required tech acumen? The digital strategist? (Do digital strategists still exist?) The CMO? Are they too high level for this granularity? Possibly- depending on the company. Do we need to create a new discipline within marketing that *just* handles assessing and implementing marketing technologies? Marketing technologist?

Personally I feel this is a hybrid combo of part marketing strategist, creative director, technologist.

Maybe we can coin #TechFlex a new aspirational skill for marketers? Can we add that to Linked in? Can I endorse someone for this?

ie: “My marketing acumen allows for adaptability to new technologies that engender customer engagement and ultimately drive revenue for my core business objectives. I understand technologies change at a rapid pace and am capable of developing a plan that remains open for assessment, iteration and testing and refinement”.

Polarizing, yet aspirational thinking about new marketing & organizational models as they relate to technology advancements and innovation. This is happening right now across multiple verticals. Something I’m going to spend a little more time researching. If anyone has existing research on this topic- please feel free to share- tweet me at @jaeselle.

UPDATE: July 18, 2014
Harvard Business Review just penned a great deep dive into “The Rise of the Chief Marketing Technologist”.  Also validates my curiosity & thought process a LOT– I had mixed reviews from my first post above ie: “you’re just trying to create new roles, people in existing marketing roles need to learn new skills (however, sometimes that isn’t the most efficient or effective path forward.)

HBR’s post is a long and worthy read, full of rationale for what’s driving the need (customer behavior & tech innovation) how this role differs from, and integrates with the CMO, CIO and CEO to fill a need.

 

 

The Day We Dropped the Word “Digital” From Marketing

Monday, October 14th, 2013

This will happen.

5 years ago no one knew how to harness it all. Traditional companies that have been in existence forever needed chief expert guru ninjas to help them make sense of emerging opportunities and migrate beyond broadcast and mass reach…. to create a vision, pave a road to scale their strategic approach, executional capabilities, build new departments and hire the right people.

The day we all just all go back to being marketers is coming very soon. Smart marketers are finally demonstrating that the future of our industry is not about digital or social marketing. It’s about marketing in a digital world– we’re in it, we live it, we know it.

It’s not optional anymore. It’s not a speciality. It’s just marketing…6 best practices found below. (more…)

Redefining yourself: always in beta

Saturday, June 8th, 2013

A few years ago I wrote about how the role of ad agencies have changed and how my experience led me to be a more strategic marketer.

I also waxed poetic on what it is that a digital strategist does because no one could articulate it.

Fast forward 2 years this all continues to morph b/c the marketing industry remains in a perpetual state of beta —as do those whom work in the field.

We Will ALWAYS Be In A Perpetual State of Beta

What the hell does that mean?

The entire industry continues to recalibrate their mindset so product marketing and advertising co-exist with environmental shifts as they arise, whether they be cultural or technological; we need to make sure we build, learn, iterate. Lather rinse repeat.

Times have changed as to how we approach building strategies and how we go about executing against them….which also applies to the roles we play in doing so.

(more…)

Responsive Design: Myth Busting

Sunday, August 19th, 2012

Over the last 2 years I’ve spent a lot of time explaining to people that “mobile optimized” didn’t mean “your desktop website showed up on your iPhone”.

This year I’ve been asked more recently about responsive design. It’s not new- it’s just the hot buzz word. Everyone seems to think responsive design is the magic bullet to design, timing, and cost efficiencies. It’s not.

I’m busting through 2 myths about responsive design because I’m kinda over talking about it.

It seems like a short cut:

It’s NOT. It’s only a design/layout technique and doesn’t account for content. That approach won’t work for every brand/site presence.

It replaces tedious mobile context design:

It does not and SHOULD not. Fixed vs. fluid design needs to be thought through based on the content strategy for your site: how are you users consuming content on mobile devices? What objectives do you have for the end mobile user experience? You can’t assume they will consume the same content in the same way they do desktop. Ie: Mobile= short form—a user insight that doesn’t often change.

Sometimes responsive design can be a combination of both fixed & fluid when you use priority guides that are put in place during the wireframing/prototyping phase. If your UX designer/strategist are not doing the due diligence in this approach you’re probably doing your user a disservice.

Suggestion: make sure you do end user persona research- that should inform your approach to mobile design/content architecture and the appropriate & expected end user experience.

Great video from Brian Fling at PinchZoom talks about responsive design—Brian is a trusted authority on the topic of mobile/design/user experience.

A visual explanation of responsive design is and how it works is found here. They basically sell Joomla as the CMS platform of choice- not advocating for Joomla- just showing for the demo (and definitely not for the music editing choices.)

Workshop this. Planning-ness

Sunday, April 8th, 2012

Sometimes, pulling ideas out of people takes work, myself included. Ideas exist in our minds, but sometimes they are ill-formed or fragmented partial ideas. Workshops/ideation sessions are part of the equation to generating valuable insights.

Have you ever been in a non-structured workshop or brainstorm session? I have.
It’s painful.

 

 

 

 

 

 

 

I believe no idea is a bad idea, but I also believe that ideas need to be focused around the task/objective at hand. For instance if you are trying to build a content strategy for a company/brand to expand an existing campaign, we don’t necessarily want ideas about a new campaign to surface—that would be off strategy.

I’m all for taking every idea into consideration, but it helps when the brainstorm is structured so the output of the session is as strategically focused and actionable as possible.

Overtime, I’ve sat through and led many workshops and learned from the best of best what works. Preparing for an ideation session is an arduous task and first starts with getting the stakeholders smart on the target needs, category analysis and brand objectives. The deep dive is one of my favorite parts of my job (I’m an insights junky). But then comes the thinking.

Moderating the workshop is another story. There are plenty of methods and constructs to exercise the mind in unconventional ways. Lately I’ve been experimenting with new ways/tools to garner valuable and relevant thinking, particularly around the utilization of emerging technology and digital/social channels— an area that not everyone at the table may have knowledge of, or experience with. Mindmaps, evaluative criteria and worksheets just scratch the surface of available tools. I frequently leverage my colleagues’ experience and approaches every time I put a workshop plan/deck together and it’s professional goal of mine this year to focus more heavily on these skills as they relate to innovation and digital engagement.

I’m looking forward to honing my planning skills by attending the Planning-ness Conference 2012 this May with one of my favorite colleagues/friends. It’s a conference for creative thinkers and explorers that is focused on “doing”, not talking. I have waxed on about the T-Shaped skills that I think all strategists should have: the ability to think and do; what I love about this conference is that each of the sessions has a learning component where you are taught a new skill or way to approach a problem, and a doing component where you put it all into action.

I’m confident that having exposure to a creatively inspired agenda and interacting with a small group of strategists will open my mind to new ways of creative problem solving and thinking about business and marketing in general; takeaways that go way beyond leading successful workshops.

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