The Always-On Customer Obsessed Organization
There are many anomalies in the business world today. None bigger than the intent to put the customer at the center of our ecosystem or being “customer-obsessed”. While 9 out of 10 organizations would claim to do it, 9 out of 10 actually don’t end up doing it. While the customer is at the center […]
The New Marketer – From T-Shaped to Pi-Shaped
Ashley Friedlein, the CEO of Econsultancy, has a great op-ed in Marketing Week today, Why modern marketers need to be pi-people. That’s “pi” as in the capital Greek letter pi that looks like this: Π. It’s a riff on the label “T-shaped people” that has been popularized in digital marketing over the past few years. T-shaped people have a specific expertise where they go really deep (e.g., graphic design, software development, data analytics, etc.), but they also have broad interest and sufficiently useful surface-level skills across many other adjacent disciplines. Many marketing technologists have had this profile: expertise in technology and engineering, but interest and skills across more traditional marketing capabilities. According to Friedlein, pi-shaped people are “marketers with a broad base of knowledge in all areas, but capabilities in both ‘left brains’ and ‘right brain’ disciplines. They are both analytical and data-driven, yet understand brands, storytelling, and experiential marketing.” (Emphasis added is my own.) This comment was made in the context of Friedlein giving broader insight in response to the question: How do you create a marketing function fit for the future? He talks about how brands advance along a digital marketing maturity model by integrating digital into the primary organization, not sequestering it in a separate silo. “Integrating digital into the organization properly reaches nirvana only when there is no left in the organization with ‘digital’, ‘e’, ‘online’, ‘internet’, ‘new media’, or ‘interactive’ in their job title,” he writes. It’s at that point that he makes the case for pi-shaped people as the leaders in this new generation of integrated marketing. “Of course, it is asking a lot for someone to be talented at everything creative and analytical,” he admits, “But these people do exist and represent the future of truly integrated marketing. Witness the growth of job titles such as ‘creative technologist’ or ‘chief marketing technologist’. You want people who focus on the customer, understand data, like change, are curious and passionate.” He also notes that marketing processes are changing, embracing an agile marketing approach. “There’s a move towards more agile ways of working, which should affect marketing as much as project management or IT. We have to move from highly linear, highly specified, rigid ways to more fluid, reactive, dynamic approaches.” Do take a moment to look at the full article — it’s a great read.
The Ecommerce Guide to Big Data [Infographic]
“Big Data” has been touted as the next “big thing” in ecommerce. But according to research by Edgell Knowledge Network, only 47% of retailers understand how to apply Big Data to their business. We can expect non-retail ecommerce to be similar.Big Data refers to a large set of data too complex to be handled by conventional database management tools. It’s data that exists beyond your web analytics, ERP, or CRM databases. It often exists outside of your organization, think of customer sentiment and social sharing data owned by Facebook, Twitter and Pinterest, or competitive pricing data from comparison shopping engines.Without Big Data, it’s impossible to get a comprehensive cross-touchpoint view of your customer, and fully understand customer behavior in order to make business decisions in real-time. (Even with Big Data, it’s still very difficult to achieve!)This week’s infographic is courtesy of Monetate, and explains structured vs unstructured data, outlines the challenges and goals of Big Data for retail, and how to make a Big Data game plan.
Google Wallet with NFC
Originally published by: robgonda.com on 2012-05-25 16:27:05 by Rob Gonda Google officially rolled out its Google Wallet mobile payment system Monday. Is still in its infancy, but the system already shows a lot of promise. It uses a technology called NFC (Near Field Communication) to securely send your payments digitally. The only phone in the […]
Smartphones Are First Choice For Second Screen
A clear majority of TV viewers (63%) are consulting a connected device while watching TV, a new IAB/Ipsos MediaCT study shows. But among those “second screeners” the smartphone was the most popular multitasking device among 45% of respondents — the tablet with 30% and the familiar computer with only 21%. The findings are part of the larger report “Multiscreen Marketer,” conducted with IAB and Econsultancy, and “Screens to nth,” with Ipsos MediaCT, launched at IAB Innovation Days @ Internet Week. While 63% of people said they had used a connected device the last time they watched a live TV, the metrics for second screening during time-shifted TV viewing was similar, with 66% saying they used a device. An ongoing question about second-screen activities is whether they serve as a distraction from the televised content or a complement. The IAB study finds that the majority of users are engaged in a range of activities that have little to do with the TV content: email, social networking, text messaging. On the other hand, 45% of smartphone and 30% of tablet multi-iscreeners are doing something on their devices related to the show itself. It is most interesting that the peer-to-peer conversational behaviors are occurring most often on the device that otherwise people traditionally use for (duh) peer-to-peer communication. Yes, it seems like a simple observation, but it bears remembering when distinguishing between smartphone and tablet functions, especially when it comes to second screening. For instance, 45% of all smartphone owners using their devices while the TV is on will be doing something related to the show, Ipsos finds. But only 30% of tablet owners will. Among the behaviors most noted on smartphones related to the TV content are text/email/IM with a friend about the show (23%) versus 12% on tablet. Even more interesting is the surprising prevalence of voice chat (20%) over smartphones during a show. In fact, voice chatting over smartphones during a show is as popular as engaging friends on the social network (20%). My daughter clued me in to something akin to this behavior, as she and her friends now regularly schedule Netflix viewings over their respective Xboxes using the game console’s voice chat channel to share comments. This survey found that 33% of people said they thought it was a good idea to be able to converse with others who are not in the room about a TV show. Almost three-quarters of the 18- to-24-year-old segment (73%), which includes my daughter, like the idea. She will be so proud to be demographically correct. About 37% of smartphone multiscreeners are using their devices to talk about on-air ads they have seen, compared to only 18% of computer users and 16% of tablet users. Again, text/email/IM (22%) was more popular with smartphone owners than social networks (16%). Tablets become a greater second-screen force when the viewer is compelled to deeper drills like researching a product seen on TV or getting more detailed show information. The Multiscreen Marketer study focused on users who were employing multiple devices during their TV time. In these cases, the IAB and Econsultancy discovered, people with three or more screens going at once (TV, PC, smartphone and/or tablet) were much more likely to use them while watching TV. For the younger 18- to-44-year-old demographic, 77% of them are likely to be multitasking. And while many fear that multitasking ultimately dilutes the effectiveness of TV advertising, these early numbers suggest the opposite effect. Among “four screeners” 53% were able to associate up to three advertisers with TV programs, compared to 46% of three-screeners and 42% of two-screeners. The research suggests some possbile new paths among second-screen developers. Because Facebook and Twitter are the hammers that everyone has at hand, then “social TV” tends to look like the same nail –inviting your vast crowd of faux friends or like-minded strangers into your second screen. This research suggests to me that many viewers want to be able to construct much more intimate social circles around their viewing, either through voice chat rooms that an app might facilitate or a circle of friends that could share a more manageable flow of text exchanges. At our OMMA Mobile panel on second-screen efforts, I asked Yahoo’s Adam Cahan about the sometimes irritating torrent of social commentary that flows into some “social TV” apps, and he said that many people actually do like that torrent and enjoy dipping in and out of it. Most on the panel mentioned the need to curate the flow more effectively or editorially highlight the user-generated content that mattered. But I would like to see in the next generation of these apps social management features that allow the user to easily create a social viewing circle on the fly and choose their preferred communication mode to chat virtually about a show. After all, the best digital models are the ones that mimic and extend behavioral pattersn we bring to the technology — not the ones the technology wants to impose on us.