Tagged 'technology'

3 Rules for Marketing Future Innovations to REAL Customers

Posted by Jeannie Walters on January 13th, 2015 at 6:30 am

The Consumer Electronics Show, the behemoth of tech conferences, took place in Las Vegas recently and generated a predictable onslaught of product announcements, amazing trade show booths and many discussions around what the customer really wants "next."
Is the future really now for YOUR customers?
Some of the trends emerging are not terribly surprising, but they create a unique challenge for marketers. How should marketers position products and behavior around them when consumers don't necessarily know they are ready for the future?
Case in point: wearable technology is a big part of any of the"what's next" conversations, but studies show many users tire of actually wearing these products quickly, often within a few months.
What can marketers do to speak to their next customers, who don't know what they don't know? Here are a few ideas.
1. Paint the "what you can do" not the "what it can do" picture.
Lowe's came out with more technology around the connected home, a big topic at CES this year. Technology and data are critical to the success of the idea of a connected home, but customers don't care about that, really. In an interview at CES about this, Lowe's Anne Seymour described it this way:
It's about education of... Read more

Innovation is a Passionate Accident

Posted by Shawn Fenton on November 25th, 2014 at 2:54 pm

Innovation is where passion meets opportunity. It's something you can’t plan for but you can prepare for.

Three critical CMO-CIO gaps companies need to close now

Posted by Robert Davis on August 7th, 2014 at 8:19 am

“Marketing is more about digital now.” Well, yeah - it was really no surprise when recent research from Accenture identified the encroaching digitalization of every aspect of marketing as the most important reason why CMOs and CIOs think they need more alignment and interaction. Research from Forrester backs this finding up: 51% of CMOs describe their relationship with the CIO as important, vs. the 30% who said it was important in 2011. So everything’s great, right? Well...
The gaps in CMO/CIO relationships that threaten the success of marketing tech
Data from Accenture Interactive's recently released 2014 CMO-CIO Alignment Study suggests that when you get down to specifics, significant gaps still exist between CMOs and CIOs – gaps that need to close and close fast if CMOs are going to be able to show enough business value from their escalating marketing technology investments.
This new research offers a detailed view into the attitudes and behaviors that drive current CMO/CIO relationships, and in doing so uncovers some uncomfortable truths. Because Accenture has taken the unusual step of publishing the study on Tableau Public as an interactive workbook, I was able to freely slice and dice the data, comparing findings across geographies and industries, and comparing companies... Read more

iBeacons Usher in New Era of Mobile Advertising in 2014, Raise Old Privacy Concerns

Posted by Fernando Bohorquez Jr. on February 6th, 2014 at 8:44 am

Co-Authored by Alan M. Pate
Remember that scene from Minority Report? The one where John Anderton (Tom Cruise) takes a trip to GAP, virtual billboards call out his name and bombard him with offers as he walks through the mall, retinal scanners flash left and right, an AI hologram offers up his own personal greeting – “Welcome Back to the Gap! How’d those assorted tank tops work out for you?” It’s not quite 2054, and we haven’t quite perfected PreCrime, but ad tech is taking some big steps in the Minority Report direction.
2014 may be the year Apple’s “iBeacon” iOS7 feature changes the game for targeted advertising with its ability to detect customers’ presence and deliver targeted ads. As with almost any new ad tech these days, its adoption isn’t without privacy concerns.
As reported by the New York Times, this Super Bowl weekend the NFL deployed Apple’s iBeacon technology to send users of the NFL Mobile App targeted advertisements based on their physical location in Manhattan or in MetLife Stadium. Fans walking down Broadway received messages such as – “Get your picture taken with the Lombardi Trophy, located between 43rd and 44th streets on... Read more

How to Build a Platform

Posted by Bill Guild on February 3rd, 2014 at 3:46 pm

When I was a kid, I spent a good deal of my time building a tree house. I collected all of the scrap material from around the neighborhood, brought it to my tree, and nailed it in place. I didn’t have a plan, but I had a grand vision, and that vision drove me to collect more pieces of scrap regardless of how they fit or didn’t fit into the structure. Eventually the tree house was more reflective of the scraps I had collected than of the original vision. I had a grand time in that tree house, but I don’t think it qualified as a dwelling. It wasn’t very safe, and I had to constantly patch it back together as the poorly fitted joints and connections failed. Of course, that is the point of a tree house. It is a pastime. The constant need for maintenance and complete lack of utility are part of the charm. Not so with a media platform.
I am reminded of my tree house when I read that so-and-so holding company has made another acquisition that “further extends their platform.” Those kinds of platforms are not the ones I want to base my business on.... Read more