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Advertising NEXT: Social Networks, User Generated Video, Blogs, IMs, Podcasts, Broadband and Mobile

The Rise of the Niche Will Transform the Mass Model—The UGM Threat Is the Opportunity

Digital Hollywood Chicago 2007The advertising industry is at a crossroads. It came of age during the Industrial Economy, and explosive growth coincided with the development of the mass media and the focus on “brand” TV and print advertising. Big media and advertising reflect Industrial Economy values and sensibilities: produce big numbers efficiently and innovate when necessary. Amortize existing investments. The problem is, Knowledge Economy customers want to be communicated with as individuals. Since advertising’s processes have been built with big numbers in mind, they are expensive, and the numbers don’t work when agencies try to address niches.

Efficiency in advertising has given rise to a value chain that is as heavy with inflexible infrastructure as the airlines’ hub and spoke system. Advertisers remain focused on “reach,” the number of eyeballs that view their messages (and respond when it’s measurable). That’s how advertising effectiveness is measured. Advertisers are resistant to changing this system, and that makes emerging technologies like mobile video and social networks of secondary interest to them. Meanwhile, innovators are developing technology and offerings to help […]

Personalized Mobile Experience & Social Networking: Messaging, Music & Video Trends

Consumer Mistrust Will Slow the Reality of Mobile Personalization Vision

Digital Hollywood Chicago 2007Panelists at Digital Hollywood Chicago constantly spoke about mobile as the most “personal” of the three screens—for several reasons. The phone number is individual, so all the device’s activity can be attributed to a person, whose preferences and needs can be deduced from the activity. In addition, the mobile (phone) accompanies the individual almost everywhere, so it offers a wide scope of visibility into his/her activities, location and interactions.

The mobile device will soon lose the “phone” moniker because the device morphing into a portable digital hub. “Smartphones” have seen much slower adoption than hoped, but functionality, power and capability are steadily increasing while prices fall. Apple’s iPhone was constantly mentioned as the promising breakthrough device.

Mobile devices will change relationships far more than the first screen (TV) or the second screen (computer) because they will touch everyone, their capabilities will rival laptops’ within 2-3 years, and they are inherently social. Social networking via video sharing, Web browsing, email, SMS, IM, music sharing and voice calling is on tap in the latest smartphones. The problem is, their features are […]

Transformation: from Self-contained Company to Networked Global Organization

Indust_Kg_orgWhat does the Knowledge Economy Portend for the Industrial Economy organization?

Today, most of the world’s global commercial and governmental organizations increasingly find themselves confronted by the Knowledge Economy’s new success factors, which are often contrary to the Industrial Economy’s. Compounding the challenge, past competitors have had similar structures and limitations to incumbents’, which gave everyone more time to adapt to change; however, new Knowledge Economy competitors often do not have the same structures and limitations. Technology and globalization are changing the rules of engagement.

These developments leave industrial companies in an awkward situation. Now, they need to excel at collaborative innovation—historically a weak point—to capture and hold customers’ attention. In the Knowledge Economy, innovation will replace efficiency as the primary driver of value creation. Competitors that can engage rapidly shifting customer desires will dominate.

To succeed, incumbents must quickly become more adaptive and collaborative with external partners and customers. Moreover, they must transform themselves while they continue to operate at increasing levels of performance.

Industrial Economy Success Factors Knowledge Economy Success Factors Deliver vast quantity and low prices to relatively few broad demographics […]

Converging Trends and Technologies Enabling the Police State

Technologies Enabling the Police StateTechnologies Enabling the Police State describes the inevitability of pervasive surveillance, how it’s developing, and how we can act now to maintain the maximum degree of freedom. This is Part1 of a series on autonomy in the digital age. Personal and Collective Actions to Maintain Autonomy (Part2) is a how-to post, while Police State Scenarios (Part3) discusses ways that collective loss of autonomy may unfold.

Despite their grim titles, these posts are not intended as doomsday writings, and I don’t intend to say that I think a police state is being developed intentionally. My conclusion is rather that the technologies of mass control are developing rapidly, and the risk is significant that some group will seize control of them in the foreseeable future. I think you’ll find some of their points surprising, perhaps even breakthrough. Please let me know in comments!

I did not want to write this post, and I doubt that you want to read it; however, as I explain here, we’re at a pivotal point of human history. We are rapidly losing our individual and […]

How Trusting Customers Drives Profit

How Trusting Customers Drives Profit avatarHow Trusting Customers Drives Profit reveals how firms unwittingly broadcast that they don’t trust their customers, how that weakens profit, and how firms can take the leap. It’s a simple revolutionary idea that’s born from nine years of studying behavior while practicing experiential social media and social business.

Analysts, consultants and professors increasingly say that customer experience is the last bastion of competitiveness, and an increasing portion of total experience occurs in digital public. This presents firms with an unprecedented opportunity: interacting with people in digital public can create trust at scale and drive profit from revenue and cost levers.

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Short Guide to Blog Infrastructure

Short Guide to Blog InfrastructureThis short guide to blog infrastructure outlines some of the basics for how to choose a platform and make best use of basic blog features, so your blog will encourage interactions with your high-priority readers. Most brands and people use blogs for content marketing, but it competes for pocket change and leaves the bills on the table. Here you’ll learn how to organize your blog, so it engages readers more deeply by relating to them in distinctive ways. Before delving into some bits and bytes of blog software and features, I’ll outline a new way to approach engagement that changes the rules, which are themselves a kind of infrastructure.

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Using Social Media and Social Business Together to Evolve Experience

Using Social Media and Social Business Together to Evolve Experience reveals differences between “the two socials,” and its startling conclusion is that most businesses will benefit from keeping them separate but related during the next three years.

Using Social Media and Social Business Together to Evolve Experience[Updated] There’s a much deeper context that makes the two socials vital: many of the assumptions on which business is built are being completely disrupted. For only one example, as Chief Marketer myself, I used to follow the mantra, “We always want to show our brand in the most positive light” (even when we’re lackluster). That impulse is increasingly risky. Take a few minutes and reflect on how profound that change is. Entire marketing and public relations industries are built on it, and it is very risky because people reveal the obfuscation and half-truths that used to work. There is no such thing as a “half” truth.

From a practical standpoint, organizations need to manage their way through the transition to pervasive transparency, pacing their evolution with changing stakeholder expectations. This is where social media and social business […]

Omni-Channel From Brand and Agency Viewpoints: DAA Chicago Symposium

Omni Channel From Brand and Agency Viewpoints: DAA Chicago SymposiumOmni Channel From Brand and Agency Viewpoints takes you behind the curtain of the digital provider world. The audience of the Digital Analytics Association’s Chicago Symposium was focused on omni-channel from the point of view of how its moving parts functioned because members buy and sell media and marketing content. Brand and agency digital professionals are caught in the tidal wave of data, which is straining legacy processes and relationships to the limit.

However, “Attribution” stole the show from omni-channel—and, for a fascinating reason. The same capabilities that enable big data give ecommerce vendors the ability field solutions that “attribute” the value of each media asset to the customer purchase. Hence, attribution is a massive accounting exercise, but it is disruptive to the digital media ecosystem because it enables, in theory, far more inclusive and granular counting of digital content’s impact on ecommerce or mcommerce or even in-store purchase. This is bringing accountability to digital and advertising firms. Just think of all the media that customers see before they purchase something. Agencies and vendors are […]

Digital Transformation's Personal Issue: It's the Key to Customer Experience

Digital Transformation’s Personal Issue reveals personal treatment to be the key to breakthrough customer experience, and it shows how digital social spaces enable Chief Digital Officers to use personal treatment to create more profit. Before they arrive, though, they need to lead their organizations through the Personal Issue. Digital Transformation's Personal Issue

The Personal Issue refers to a perceived conflict between empowered customers and profit-starved companies. Digital social technologies are enabling customers to “re-personalize” business and society because their online interactions among themselves are personal, which is changing their expectations of all interactions.

However, businesses resist treating customers personally because they fear cost and inefficiency. They don’t understand the digital social economics of treating customers personally online, at scale.

Meanwhile, the missions of chief digital officers (CDOs) and chief customer officers (CCOs) are creating bold new “customer experience” and profits by using digital technologies to transform organizations, brands and businesses. They will fulfill their missions far more quickly and completely by using the key.

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Chicago-Style Innovation 2013 [Lightbank Innovation Day]

Lightbank logoChicago-Style Innovation is my notes from Lightbank Innovation Day, which took place on 9 May 2013 at the City Winery (presentations) and Lightbank’s offices (networking). Throughout the day, it was obvious that the Knowledge Economy’s Social Channel was unfolding; entrepreneurs’ startups are stripping off an increasing breadth of enterprise processes and using digital social software to improve them. For example, Needle’s platform creates experts in user (customer) use cases and outcomes that outperform anyone at retail; Fieldglass, HighGround, Fooda, oDesk and TalentBin take aim at various parts of human capital while Aon Hewitt showed how to practice enterprise innovation on the inside; DoubleDutch aims to [at long last] digitize trade shows and conferences through its platform’s geosocial functions. Sprout Social and Contently offered social tools.

Presenters Gian Fulgoni, J Schwan and Ramon De Leon shared valuable advice for entrepreneurs, investors and enterprise executives. Fulgoni provided statistics that showed how mobile was eclipsing ecommerce and analog commerce; Schwan opened the audience’s eyes to Ubiquitous Computing and the Internet of Things, and De Leon showed the power of (pervasively ;^) being yourself.

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