Slides from Alex Bogusky's presentation at the 2010 Mirren New Biz Conference
18 May 2010
Guide to Brand Utility
Great document & examples put together by Ingmar de Lange . Useful frameworks for brands to develop emotive + useful experiences in both physical & digital spaces.
11 May 2010
Using Data to Change Mindsets
Brilliant! Let your data tell you the story. Look for the phrase "'the world view that my students had, corresponded to the reality in the world the year their teachers were born" early in the presentation.
20 April 2010
The Brief in the Post Digital Age
Great presentation by Gareth Kay, Director of Digital Strategy at Goodby, Silverstein & Partners:
01 April 2010
31 March 2010
A Brief History of Marketing
If you are keen and have the time, Lovely article in AdAge listing milestones over the last 80 years http://adage.com/article?article_id=142967#1950Interestingly, I just learnt the current Advertising Council evolved from the World War II Advertising Council.
25 March 2010
Value from Digital Marketing
Nice recent thought piece by McKinsey on Four Ways to Get More Value from Digital Marketing (premium membership required)
It argues, since the days of the internet becoming an important channel to reach & influence, marketers have regarded it as a vast laboratory, launching experiment after experiment to crack the code that generates sales & customer loyalty. Fair point.
But that most experiments fail, as they are not centered around the way consumers are adopting digital channels and fundamentally altering the way they make decisions (see the changing Consumer Decision Journey).
The article goes on to offer 4 suggestions to help improve success:
- Coordinate marketing activities, to engage the consumer, throughout an increasingly digital purchase journey.
- Harness expressed interest in brands by syndicating content
- Think like a large-scale multimedia publisher to manage the staggering increase in the content needed to support products, segments, channels, and promotions.
- Finally, plot how to gather and use the plethora of digital data now available.
Whilst the first 3 suggestions are elaborated well, I specifically liked their classification of monitoring & usage of digital data via a simple 2 x 3 matrix
Y axis specifying intent - Passive Tracking / Active Probing
X axis seeking answers to 3 basic questions: What are customers seeing? What are customers doing? What are customers saying?
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