Convergence communiqué: Designing your story based on media and message (part two)
Are you watching The Crown, a biographical series on Netflix about the reign of Queen Elizabeth II of the United Kingdom? Wrapped within this historical story, there is a marketing lesson to be learned.
Even the most steadfast, traditional “brands”, such as the British Royal family, need constantly to review their messaging – without being blinded by preconceived internal and external beliefs – and to understand how their messaging is being perceived and viewed by the end users, in this case the...
Convergence communiqué: Designing your story based on media and message (part one)
“Once upon a time…” That is how most stories begin – and many of the stories that began with those four words are fairy tales, fantasies, or make-believe narratives. Some, however, are based on true events.
What about your story? How would you define your business story? A fairy tale? A fantasy? An autobiography? Fiction, non-fiction, sci-fi, biz-fi… or none of the above?
The correct answer to this question is determined not by how you define your story, but by how your client...
The rise of emojis and the ever-changing state of our social caves
Social caving – a visual tale – I can see it now…
Some 45,000 years ago, groups of world citizens gathered together in a variety of caves. These caves were spread across the earth and included wonderful scenic locations now known as Eurasia, Europe, Indonesia, Africa, South America, and Australia.
The groupings included hunters, gatherers, and yes, communicators. These bloggers of their time did their communicating by using art—some crude, some fine, and most spread anywhere in...
Is there a future for marketing? The change will come quicker than we think
There is no future for marketing.
AI, VR, VRS, holography, real-time marketing, branded apps, brand-based gaming, interactives, drones (UAVs), wearables, personalisation, targeted video content, autonomous technologies, expanded and manufactured social media networks, marketing technologies and data scientists. All will be (are and have been) slowly deconstructing, destroying what we today call marketing.
In its place will be a hybrid, a fusion, and a convergence of life experience, narrative, storytelling,...
What is the true value of your mobile app real estate?
How many branded apps does your brand maintain? What is the “real estate” value of these apps? Unlike bricks and mortar, the key phrase in branded apps is not location, location, location, but is engagement, engagement, engagement, carefully, methodically linked to the brands your important customers experience (UX).
What is a branded app? It is simply an application normally placed on a mobile device that a brand or company uses to reflect and promote its brand identity. The app features the brand’s values, colors,...
The value of messaging: Steering clear of self-inflicted brand problems
Target, United, Google, Starbucks, Wells Fargo, and most recently Pepsi are members of a short list of brands that have damaged their image and their stock price via avoidable self-inflicted wounds.
Even after receiving vast social media and press backlash, brands continue to shoot themselves in the foot and seem not to learn anything.
Lucky for all these brands, the self-inflicted wounds have not proven fatal.
But it is only a matter of time before a...
Mobile gaming as a truly global marketing tool: Are you a gamer, or ‘brandventurer’?
Mobile gaming is the world's first truly global marketing tool.
With over 1.9 billion players worldwide according to Tapjoy, it is time for brands to start to adopt the video (mobile) game platform across their marketing platforms and use video games to provide solutions to their marketing needs.
Video or mobile gaming?
Perhaps part of the delay in using mobile gaming is the misunderstanding of the profile of current gamers, who are mistakenly thought to be people with limited income, who sit home playing...
Mobile marketing is dead: Long live gaming marketing
Opinion A recent study conducted and released by MobileBridge indicates that mobile marketing tools, though accepted by the marketing community, have been slow to receive updates and delayed in expanding their current mobile apps. It seems that mobile technology is way ahead of marketing applications and perhaps ahead of the understanding of this potentially beneficial technology as well.
What does that mean to me, as a supporter of integrated marketing and omni-channel marketing? If the...
Why marketing is the true ‘game of games’: Could a video game be in your future plans?
What connects the ever-increasing rash of zombie-based, end/beginning of civilisations series, history of now, robotic lifestyles, and topic-related movies? They all seem to pose the question: does media drive culture, or culture drive media?
I ask this question in part based on this story, as well as my recent readings, which include Pendulum, by Roy H. Williams and Michael R. Drew, Prosper, by Chris Martenson and Adam Taggart, and Tribes, by...
Why the next big thing in marketing is...simplicity (part two)
Editor’s note: The first part of this two-part article, available here, explained the concept of ConOps – the concept of operations – in a marketing communications program to communicate the quantitative and qualitative system characteristics of the effort to the brand, as well as prospects, clients, and customers. This piece expands on the need to keep marketing efforts simple with various...
Why the next big thing in marketing is...simplicity
Editor's note: This is the first of a two-part article on ‘simplicity’ in marketing: the second piece will appear on MarketingTech later this month.
Opinion A question to kick off 2017: have you ever thought how complex marketing has become?
I think about that all the time and attempt to relay to my client base that simple is better. I also emphasize a few of the fundamentals of marketing that need to be followed when developing a marketing communications plan. A tenet that I follow,...
Corrective marketing: The integration of message and media
You’re late, speeding at 120 mph, your satellite radio is blaring, your smartphone map app is recalculating, the fog is thick, the road is wet, and it’s hard to tell if the car is still on the road.
Is your marketing on the right track?
According to internal research, that’s how most CMOs feel after recent changes in markets, economy, technology, and demographics.
A road once clearly defined is now part superhighway, part country road, part off-road, and in some...
Are you in need of corrective marketing?
Have you ever considered this question? I ask it all the time.
Successful marketers have always been marketing and selling via an omnichannel stream, and integrated marketing is mostly self-corrective.
Corrective marketing involves using a holistic program that not only determines the problem areas but also offers a solution, a correction.
The advent and need for corrective marketing
Marketing programs are like a long-range space probe; it may take years to reach its destination...
The importance of omnichannel marketing in bridging the 'isthmus'
The brand and the consumer sit on either side of the 'isthmus of marketing'. This separation between the two can seem like a wide barrier or a narrow, slim, space.
It keeps the brand from reaching the consumer and the consumer from reaching the brand, and keeps them both from joining forces and both benefiting from the convergence of their needs and desires.
Brands need to build a marketing canal across the 'isthmus' to allow consumers to select the lane or lanes that best fit their needs...
Gaming: The next big thing in social media and digital marketing?
In a world long ago, I designed or assisted in the design of a series of conflict simulation board games—mostly complex, very realistic war games, long before online games were common.
I was very observant, understanding the gamers’ demographics, their needs, habits, desires, the history of the game, and maintaining the needed, correct, realistic history of the event portrayed.
In the back of my mind, I was always thinking what brand might consider advertising...
Mary Meeker and the case of the converging digital marketer
Each year, the world of the internet, advertising, digital, legacy marketing, and communications wait with more than baited breath for the Mary Meeker 2016 internet trends report presentation.
The anticipation is right for many people; for me, I am not so sure anymore. But this year, as much as I was impressed with the data, stats, and slides, I also divined that Mary Meeker was really supporting the argument for integrated, converged marketing.
The Mary Meeker method states:
• Know your...
Has social media really become a standalone marketing tool?
As a marketing communications integrator, I look to define and evaluate the added strength that converged, combined, and integrated media channels bring to the marketing table.
After many tests, I still find social media to be a developing communications medium and one that needs to be viewed as a media tool—a channel rather than a standalone strategy.
In my search to determine if social media is truly social or whether it has become saleable media – or both, I have found many on both sides of the...
The future of marketing tech is 'account based everything'
According to Jon Miller, CEO of Engagio, the secret sauce and the future of marketing technology is - wait for it - account based everything (ABE).
As the keynote speaker for the recently held MarcomCentral Marketing Tech Roadshow, Miller outlined in an exciting, determined, informative, and illustrative PowerPoint the new concept of ABE.
Miller’s presentation headlined the MarcomCentral mini-conference, a three-hour event...
The positive aspects of a downward marketing spiral
We nearly always think that a downward spiral is a negative, a downturn, and a disaster. Not always. I disagree and make an exception when it comes to marketing and developing a ‘go to market’ digital cross-media or integrated strategy, selecting the media, and determining when to use that media to support your strategy.
I often explain to clients and students that a useful image to visualise when discussing the development of an integrated marketing program is a...