Archive for the ‘Digital’ tag
For the past month, the San Francisco office has been working with Adopt a Family as part of our annual winter corporate social responsibility event. Adopt a Family is a non-profit organization that pairs families in need with donors (like us!) and the donors follow a wishlist and shop for holiday gifts for the families.
We received two families to support so we split the West Coast team (this included everyone in LA and our gals currently working in NY) up. We arranged as a little friendly competition and the teams signed up for items and shopped. Earlier this week, we gathered all of the gifts in San Fran and spent much of the day gift wrapping and getting everything ready to hand over to these amazing families. Take a look!
MKTG UK Managing Director Michael Brown pens his views on the Pokémon Go craze and digitally optimized live events. He explores what a new experiential agency should look like if it set up business right now.
Head to Event Magazine for the article here.
Article by: Michael Brown for Event Magazine
This article is by Nigel Morris, CEO of Dentsu Aegis Network Americas & EMEA.
This summer something profound is happening in the economy, with around $30 billion of media and marketing services in review simultaneously from many of the world’s biggest companies. This is because soon we will look back on 2014 as the year the digital economy became dominant.
Where previously digital businesses had to fit into an analog economy defined by the dynamics of the 20th Century, established businesses must now fit into a digital one.
This has accelerated the pace of start-up entrants in almost every sector. They are leveraging the digital economy’s dynamics and lack of legacy in the old model, and threaten to take down some of the world’s strongest global companies. Near-perfect competition is creating huge opportunities and disrupting almost every business sector – as well as society and culture.
How fundamentally different is this digital economy?
Consider that in January a San Francisco-based grocery delivery startup, Instacart, raised $220 million with a pitch to investors that was, in short: We have nothing. Instacart CEO Apoorva Mehta told The New York Times, “We don’t hold inventory, we don’t own warehouses, we don’t own trucks. The changes we make are software changes.”
But companies such as these do have something very valuable: people.
The reason startups such as Airbnb and Uber have become so disruptive so rapidly without traditional sources of competitive advantage is that they’re designed to take advantage of the connected infrastructure of the digital economy.
They don’t just have a base of customers or consumers that can be defined by a share of market; they have scaled networks of connected people. These networks match demand and supply, an important step toward perfect competition and a big reason the digital economy is so different and disruptive.
Another important way of thinking about this is that they are “Audience Businesses;” only the audiences are dynamic, rapidly growing and the source of the asset values of everyone from Facebook to Nextdoor. And with every action their customers take, they learn more about them and what they need or want.
In a digital economy, value is created through networks of connected people. They form with or without a company’s involvement, primarily through social channels and digital media, where the vast majority of contact between companies and their customers is migrating. Already these networks have changed the relationship between consumers and brands. The opportunity now they need to be activated at scale by established organizations and become core to the way they operate. Primarily through their brands, they must become “audience”—a core business discipline treated now as a passive group of people to market to, but an organic asset to be nurtured, activated and monetized.
As digital media and data grow more important, marketing is also transformed to become the sensor of the organization and critical to the success of the whole business.
As the regional president of a Fortune 100 company said at one of our recent Innovation Summits: “Marketing is way too important to just leave to the marketing team.”
Smart businesses will move away from existing marketing and research methodologies and instead listen to the data, which powers the sensor and enables the organization to respond. Companies will be able to deliver products, services and communication that people want, not simply sell them what has been produced, enabling them to be much more resource-efficient, which is not only good for the bottom line but for society as a whole. This is a real potential benefit of the digital economy and a fresh narrative on the issue of data.
Click here to read the rest of the story!
*Article originally posted by www.forbes.com
Digital Summit Atlanta, a gathering of some of the most forward thinkers in digital marketing, took place this week and I was proud to make it my 3rd time in attendance. Each year I have been able to discover new topics and discuss the next trends in digital marketing.
Overall, each year has followed its own theme as digital marketing as a whole evolves so quickly. In 2013, trends in how social media was changing for brands was explored in a lot of sessions. Last year it shifted to a major focus on content marketing and SEO. Now, at #DSUM15, the next stage in UX (User Experience) design seemed to be the key focus.
And with that, here are three key takeaways from the conference as it can relate to what we do in the experiential space…
1. Humanizing UX
Many of the sessions at Digital Summit really focused on UX as we were challenged to think of what was next in the field. For example, how do we run UX more lean and understand better, powered with ‘big data’, how to humanize someone’s digital experience. When we map out the consumer journey – remember that each user is an actual person with problems and needs.
When you look at bring a consumer through a brand experience for experiential this line of thinking makes a lot of sense, right? It is our expertise to bring brands to life in a way that they can interact with consumers as people and not anonymous IP addresses. However many activation designs we see in the field could do a better job from at the ideation stage to keep in mind that once launched, these are people with their own objectives who will walk through our ideas.
So when thinking through your consumer experience idea, map it out. Literally draw out each stage of the activation UX and use this tool to identify where the gaps are or more importantly, where it can be more streamlined.
2. Millennials are mobile-first…and are starting to earn a lot of money
When you hear the word “millennials” – how old of a person pops in your mind? Probably an early-20-something with new student debt maybe? Well consider that millennials are were born starting in 1980 and now are entering their mid-30s. Sure there is probably a healthy amount of debt still lingering – but this generation is now entering over a $Trillion in buying power and loves to spend.
So with all of this data we now have on the ‘Connected Generation’ – what have we learned about marketing to them? It’s a long answer but here are two quick tips from @annieg from StumbleUpon.
First, “6 is the new 60” – as in the 6” phone is more important than the 60” TV. Now that doesn’t mean the generation is consumer less video – in fact it’s more than ever. But reportedly 33% do not watch any broadcast TV.
Second, it seems obvious that millennials are connected to their mobile devices, sure, but how many experiences are being built mobile-first? When we consider social, if you stop to think why they are so effective with the connected generation it’s not just because they are social – but because the most popular experiences are mobile-first. Snapchat, Instagram, Vine…some of the most powerful platforms for the younger Millennials have excelled by being native to the 6” screen. So consider mobile-first experiences to connect and make an engagement that this group wants to use. After all, it is why the younger Millennials are now being known as Social Natives.
3. The Entrepreneur Wants to Solve a Problem
I heard a great line this year and it came during a keynote speaker Chris Brogan, whose content I highly recommend. To summarize:
Stop chasing innovation, which aims to just do something.
Be an entrepreneur, which aims to solve someone’s problem.
While this is absolutely a trap in creating the latest in digital experiences, it is also a trap in experiential marketing. Brands and agencies alike all want to innovate and create and truly great new things are activated in our space every year. But when coming up the ideas for the experience on the front end, don’t just try to chase an innovation for the sake of doing it. Instead, identify an audience’s problem and solve it. That is where the entrepreneurship mindset excels and where experiential marketing can truly make an in-person impact on someone.
If you are ever free in May, I highly recommend Digital Summit. This is only a small snipet of content from the 2-day conference. I still have to go through pages upon pages of notes but in the meantime, enjoy the learnings and feel free to find me @BradMEpstein if you want to go through my timeline where I shared some more real-time leanrings!
Bonus! PowerPoint is where data goes to die!
If you work with data (you should!) treat it as a living, breathing source. PowerPoint it becomes static and if 2015 taught me anything – is that static is kryptonite for the modern marketer. So learn new tools that keep you agile and keep your brand’s marketing velocity as fast as possible.
That’s what Best Buy thinks, anyway. So in select US stores, Best Buy has expanded its photography offerings into the DSLR category. But buying a DSLR camera can be intimidating, so the company teamed up with MKTG INC to offer complimentary DSLR photography workshops every Sunday morning in January, at 15 Best Buy locations nationwide.
The workshops featured top-tier professional instructors, including the Salt Lake City Tribune’s chief photographer as well as Brad Pitt and Jennifer Aniston’s wedding photographer. Despite the high level of instruction, the workshops targeted every level of photographer, from beginner to devoted hobbyist, by offering personalized, hands-on instruction on everything from portraiture to action shots, low-light situations and close-ups. Attendees learned how to set up their cameras for each type of shot, and they got bonus tips from the experts on how to ensure a picture-perfect photograph every time.