If you weren’t able to get along to the inaugural DiG Festival in Newcastle, you certainly missed an amazing event. But not all is lost. The DiG Festival team are making a great number of presentationsavailable for viewing. They’ve just posted mine – and it seems they’ve nicely edited out some of the glitches I had with the slide controller. Would love your feedback – drop me a message in the comments below.
For years, I have been collecting tools that help me get things done. Some of them run on my computer or on a web platform. Some of them have become obsolete or were closed down when the startup money ran out. But almost always, digital tools have some value to the marketer – even if it is just to stimulate our thinking about the way that consumers engage and participate online.
As the market has matured – and as we have found more business focused benefits that come from digital engagement – categories of use have begun to emerge. We can now find various use cases for digital technology, white papers, research and even case studies. But often we still struggle with determining which tool to use when. For example, we may look at crowdsourcing for insight rather than ideation, or collaborative platforms for brainstorming rather than development.
Now, rather than just applying trial and error, this great interactive tool from strategy+business can help you choose the right tool for the right job. Now, you can spend more time doing and less time trying to figure out how. No more excuses!
During the last election, I was constantly amazed by the way that politicians of all persuasions bored us to death with FACTS. It was as if they were following a mantra which was to wheel out fact after fact as though they would eventually convince us through the weight of their overburdened arguments alone.
We would hear about HOW many jobs had been created. Or HOW much debt had been accumulated. But hardly, if ever, would anyone dive below the facts to discover anything deeper. Once upon a time, journalists would have done the hard work of contextualising the facts – connecting the dots, explaining the WHYs and WHEREFOREs – and otherwise telling the story that the facts alone never reveal.
But in a world where journalism has been cut to the bone, telling the story or investigating the underlying realities is a luxury that media proprietors cannot afford. And worse, the public has been lulled into accepting the shrill, scant messages that flash across our Twitter streams as though it’s some form of dyslexic gospel. Hashtag #auspol. Hashtag #outrage.
But there is another way – and it requires a more comprehensive strategy than we have seen from our politicians. It’s also far more comprehensive than we have seen from the majority of the businesses vying for our attention and our wallets. It’s a strategy that puts a little joy back into the communications and the storytelling that we share. It reminds us that for all our grievances, aspirations and needs, we remain, resolutely and wonderfully human.
Inspired by another great Leslie Bradshaw presentation:
The data is useful, but only when it tells a story. What ever you do this week, don’t get lost in the digits of digital.
The WeAreSocial team in Singapore consistently produce thought provoking research and showcase the powerhouse that is Asia. Their regular reports (available on Slideshare) aggregate data from across the web and make connections between the trends and the reality on the ground. And for those wanting to understand the shifts in marketing in Asia, they provide a great series of primers. (Of course, the best thing to do is to GO.)
The latest presentation by Simon Kemp, shifts this up a level, offering eight provocations on the future of marketing. No matter whether you are client-side or work for an agency, these provocations offer a powerful challenge to the status quo of the way that we carry on the BUSINESS of MARKETING.
- Social equity drives brand value. Think participation rather than broadcast.
- Communities have more value than platforms. Think outside-in rather than inside-out.
- All marketing must add value – Think why rather than how.
- On the go is the way to go – Think mobile only rather than mobile first
- From big idea to leitmotivs – Think traction rather than blast
- From selective hearing to active listening – Think signal rather than noise
- Experiences are the new products – Think benefits rather than features
- CSR evolves into civic engagement – Think doing good as the price of doing well
Now, if these indeed are provocations, they are aimed precisely at the way that we marketers do our work, conceptualise it and execute on it. It becomes personal very quickly. So the question we must ask ourselves is – “which of these most impact me, my work and my customers – and what will I do about it”. I would love to know your thoughts!