Disruption is the new normal. Everywhere we look we find traditional business models under threat from emerging players, technology creating new opportunities for fast-moving businesses and the creaking bones of industrial age enterprises labouring to stay current, fresh or even just relevant. The darlings of our blue chip stock markets have given way to tighter, more technologically aggressive firms who wield tech not for COMPETITIVE advantage but to create UNFAIR advantages. Facebook and Google are the obvious examples, but there are more. Many more.
Many of these massively scaled companies have locked their valuations away from the markets – creating a vibrant behind-closed-doors market where Venture Capital firms tease out $1 billion valuations. Just take a look at the Wall Street Journal’s Billion Dollar Startup Club to get a sense of the scale in operation. Uber, with a current valuation of over $50 billion, leads the pack and now boasts a valuation way in excess of General Motors.
But while Uber, is on the surface, a business about transportation – and cars in particular – it is far from being a car company as we have known them. It is, in fact, a technology company. A software company. And a data company. It is disruption paradigms at every turn.
Even on a more micro level, disruption is taking place in our suburbs and in our streets. The NBN – when it arrives at it eventually will – will sweep non-digital businesses away in a tide of data. And those local institutions like post offices and newsagencies that are the hubs of our suburban malls, will be the first to go (if they have not disappeared already).
Disruption is not destruction.
It is possible to not only thrive in an age of disruption but to also prosper. And this is what I will be discussing at Newcastle’s DiG Festival on 12-13 October. In fact, the whole two days of the conference are devoted to the theme.
So if you’re wondering what disruption has in store for your career, business or enterprise, you might find this is the best investment you have made in years. See you there!
When we think of the future of marketing, we often think of our customers. What trends are they adopting? Which devices? Where are they and how can I reach them? But there’s a double-sided impact to the future of marketing – and that is to do with the future of marketers.
There have been some massive improvements in the world of technology – with automated content and engagement platforms seeming to do amazing work. Just look at the journalism robots created by Associated Press that now publish around 3000 stories every quarter. This is journalism content “without a human byline”. It is a cocktail of 1 part excitement, 1 part absolute dread. After all, what happens when those “journo bots” turn their attention to marketing?
It’s time for us to grapple with the future of marketing
I recently spoke at the Marketo MarketingNation roadshow – and discussed our marketing-technology future. I will leave you to watch the video in your own good time, but I will also raise a couple of points:
Data is not your only answer – you need to work with the PANDA principles to deliver broad and deep value as a marketer
You need to create not inherit the future – what is the future you’d like to see? If you have a vision for a creative and vibrant marketing career, it’s time for you to step forward and voice those ideas
Time to skill up – if you don’t have any tech skills, it’s time to work on that. As we rush towards an increasingly connected customer experience model, technology will feature more and more. It’s essential you at least have the foundations (this is covered in the presentation)
Get some digital muscle on your Board – the same principles apply to Boards. Without the digital expertise available at a strategic level, you’re business longevity will decline. It’s time to bring diversity and divergent thinking onto your Board.
We all say that the world has changed. That the customer is at the centre of our business and marketing strategies. We say that our marketing teams are going to spend more on technology than our tech teams. And we say that customer experience is at the heart of what we do as businesses.
With keynotes from Marketo CEO, Phil Fernandez and firebrand CMO of Xero, Andy Lark, it promises to be a great day of market and marketing insight. And also a day of action.
Charles Ross, Senior Editor Asia-Pacific, The Economist Intelligence Unit is speaking on the rise of the marketer: driving engagement, experience and revenue
Andrew Lark, CMO, Xero will be discussing the connected customer: Why and how enterprises must transform to achieve greatness
Jennifer Arnold, Head of Marketing, SAP Australia and NZ looks at digital engagement: Australia’s performance through the eye of the customer
Rose Herceg, Chief Strategy Officer, STW Group and Author of The Power Book will examine the agency of the future
Cheryl Chavez, VP Product, Marketo will share what’s new in the world of personalised engagement marketing
Lara Brownlow from LinkedIn will share five key trends for marketers
Chris Savage, Growth Accelerator, PR Leader, Inspiring Business Advisor will explain how you can keep yourself relevant in a changing world.
There will also be customer panels and plenty of opportunities for networking.
After the lunch break, I am speaking on the way that technology is not just changing marketing but also IT – establishing a new world order. And it is in this new world order where marketers need IT skills and IT teams need marketing skills. It’s like the world of The Transformers. Who is the Autobot? Who is the Decepticon? And what do we need to do to explore our shared future?
If you are coming along to the conference, be sure to say hello. And if not, check out my live tweeting at #MarketingNation or live streams on Periscope or Meerkat.
Live streaming using apps like Periscope and Meerkat have revolutionised conferences of all kinds. No matter whether you are hosting a small lunchtime gathering of friends, colleagues or experts, or attending a massive conference, these easy-to-use apps allow you to share what you are seeing with the wider world. Or at least those who follow you on social media.
With this in mind, I thought I’d put both Meerkat and Periscope through their paces at the ADMA Global Forum. The ADMA Global Forum brings the world’s leading data driven marketers together to share insights, best and emerging practices, case studies and strategies. This year, there is strong representation from technology firms with good stories to tell. Oracle, IBM and Marketo are represented. Facebook is too. I also dropped by the stands of IVE, Minfo, and others. This year is an improvement on last, but there’s more work to be done on their exhibition stands and their ability to talk to marketers on their own terms. If you have a tech brand needing to talk “marketing”, then maybe we should talk too.
I live streamed and recorded a number of sessions and embedded them below. Tomorrow I will go deeper. Do some interviews. Chat with the teams on the exhibition stands and some of the audience. Let me know what you’re interested in and I will see who I can talk to.
I have written case studies, I have submitted case studies for awards. And I have judged awards. But they can often be an unemotional slog.
By their nature, case studies tend toward the factual. They’re often devoid of “feelings” – and struggle to tell story of impact. But what if there was the case study equivalent of the Tenacious D song “Best Band in the World”? What if there was a way to tell a case study as a Tribute? What would that mean? And would it change things?
The good folks at ADMA have taken on this challenge – producing a song that can be readily inserted into the background of your case study video.
It’s going to turn problems, solutions and results into gold, silver and bronze trophies,” said ADMA CEO, Jodie Sangster. “The air freight bill back from Cannes next year is going to be astronomical.”
But what goes into creating the best case study music in the world? Here’s a quick video of the process, featuring many of the Australia’s leading agencies and creatives in a surprising surge of collaborative spirit.
The Case Study Song of the Year can be purchased with lifetime rights and comes with a complimentary ticket to ADMA’s Creative Fuel event, Thursday August 6 at the Seymour Centre in Sydney. It’s a chance to not only hear the live premiere of this creative masterpiece – you can also hear from some of the best creative thinkers around.
There was a time when the battle for social media was simply one of recognition. For some time, brands and businesses held out. Restricting firewall access to social networks. Directing marketing spend to broadcast. Ignoring the trending shift to digital across a range of categories – from marketing to HR, supply chain to finance.
Now, this pent up force has been loosed and it is transforming the way that we work, why we work and how we work faster than we could have anticipated. As a result, we are seeing disruption almost everywhere we look:
Who – this is not just about “digital natives” or “digital immigrants”. We now have no choice but to adopt a “digital nomad” perspective. We need to move with the digital times, building and refining skills, networks, and connections. It’s touching every one of us in profound ways.
What – we used to be able to cordon off “home” and “work”. These days, there is only what Nina Simosko calls a life continuum. What we consider work is no longer restricted to what we do and is becoming more closely aligned to “what and who we are”. This is having an enormous impact on the nature of work, the workplace and what it means to have “purposeful work”.
Where – the disruption began at home, in our palms and quickly spread through the networks. But as we know, culture eats location, and that means our “where of working” is infinitely more mobile, flexible and time-shifted. This is challenging workplace structure, services and cohesion.
Why – We are paid to work but businesses continue to struggle with motivation, morale, and engagement. As our Baby Boomer generations retire, we will be left with a massive experience and capability gap within our organisations. To attract the best talent, we’ll need a much better understanding of the needs and expectations of our employees.
How – this is where the most obvious disruption and transformation is taking place. The “tools of our trades” are increasingly digital, data driven and mobile.
Kate Carruthers brings this together elegantly in this presentation made at the recent CeBIT conference in Sydney. She makes the point that we need to keep looking towards the horizon – for while the present of social is mobile. The future is wearable and the internet of things. And that future is not far away. In fact, it’s already in your pocket.
Whether we like it or not, we live in an outside-in world. It is no longer good enough for our marketing to be “good enough”. It’s no longer safe to “play it safe”. And it’s time we learned to adapt in the same way that our customers have learned to adapt – with social intelligence, technology and impact. For it is clear that the innovative nature of our customers is, for the most part, outstripping our own capacity to innovate.
This is no longer a function of competition. We no longer make the markets that we once could conjure through a force of will (and a huge media budget). Marketers must work smarter. Listen better. Respond impeccably. These days, relevance is not a buzz word, it’s a matter of survival. And at the heart of relevance is one thing. Customer experience.
What does this mean?
To shed light on the 50 shades of customer experience, Sitecore have curated a “Digital Survivor” webinar program. Featuring 12 of the most innovative digital experts, marketers and public speakers from Australia, New Zealand and around the world, it’s a great way to deep dive into some of the great marketing challenges of our time.
So far, the line-up includes:
Scott Stratten UnMarketing: Stop marketing, start engaging
Author of NY Times bestseller, UnMarketing, and voted top 10 marketing guru by US Business Review magazine.
Edward Murphy, Web Services Manager, CPA Australia Driving customer engagement through personalisation
Responsible for digital design, user experience and interaction, web CMS, accessibility, SEO and analytics, Edward shapes and delivers on digital strategy.
Clare Swallow, General Manager – Digital & Peter McHannigan, Strategy & Web Analyst, Cucumber
Content first: the approach to websites in 2015
Clare’s background includes sales, marketing and digital consultancy across the logistics, agri-business, retail, professional services and education sectors.
The Mobile Commerce Revolution
Tom Webster is Vice President of Strategy for Edison Research, a custom market research company best known as the sole providers of exit polling data during US elections for all the major news networks.
Last year’s DiG Festival was one of the best conferences of the year. The DiG founders had worked hard to secure sponsors, speakers and workshop hosts – but in its first year there was a sense of uncertainty. In reality, the vibe, energy and focus proved well worth the 90 minute drive to Newcastle to attend. Not only were the speakers world class – the topics were compelling, the workshops oversubscribed and the venue was brilliant for networking, chatting, and exploring topics one-on-one.
If you have not yet secured your ticket, there is still time to do so. But if you have registered, you’ll know there is plenty to see and engage with – not just on digital topics, but a feast of health related topics too. But these 10 presentations are ones you’ll not want to miss. Look for me in the audience!