Culture, Attention, Wallets, and Data-Driven Marketing

LUMA's "The Evolving Digital Marketing Technology Landscape" from Terence Kawaja

The unifying element between AdTech and MarTech is data-­driven marketing.

I conclude this weekly link-pack with a post by Scott Brinker who asks several important questions about technologies, tools, and business models – a special focus on service providers like agencies. A must-read.

Making Sense:

Peel back culture and what you find may surprise you — is it myth or reality? What words are used to describe what we do? What is the process of discovery? What sets one culture apart from another? Why is it important to ask?

  • Why I Am Not a Maker. The AtlanticWhen new products are made, we hear about exciting technological innovation, which are widely seen as worth paying (more) for. In contrast, policy and public discourse around caregiving—besides education, healthcare comes immediately to mind—are rarely about paying more to do better, and are instead mostly about figuring out ways to lower the cost.
  • Coding is not the New Literacy. Chris Granger: Modeling is the new literacy. In the same way that composition and comprehension are not tied to paper, modeling is not tied to computers. It can be both physical and mental. It takes place on paper and in Excel or with Legos and balsa wood airplanes. It is an incredibly powerful skill which we can make even greater use of by transposing our models to computers. To understand how we do that, we have to look more deeply at what it means to model.
  • Here’s What Killed The British Technology Industry. Digital Tonto: Yet what makes his solution important for our story is a thought experiment he invented to help him think about the problem.  He imagined a machine, consisting of little more than a strip of tape, a head that is able to read and write on that tape and a device which can move the head.  Turing showed that such a machine could calculate any computable number. 

Making Do:

When we start with the end in mind, we can be more mindful about the approach we take.

  • Designing for Attention. BBH LabsStart with attention, not message
    Understand how much time you have first before deciding how to craft the message/experience. Imagine working from a starting point that a user has to be able to completely customise a car in 20 seconds.
  • Maybe Wallets Can't be Apps. Doc Searls: Here’s the thing: if your wallet has a brand, it’s not yours. If it’s for putting companies hands, and not just their instruments of convenience (such as cards, the boundaries of which are mostly clear), in your pockets, it’s not yours. Let’s give the individual a way to drive here.

Making It:

What are the most valuable signals of intent for businesses? How do we design experiences for behavioral change? What are the systems' dynamics of so many tools?

  • What Are The Top Three Social Media Signals That Will Change Assortment Planning? Part 1. RSR: retailers must pay attention to what’s happening now in the digital domain to anticipate what consumers want and how they want it. For consumers, it’s just shopping (redefined). For retailers it could mean a whole new go-to-market strategy, as they shift from a purely product centric planning approach to one that puts customer shopping behaviors in the middle planning process.
  • New Wikipedia Page on Design for Behavioral Change. Experientia: “Design for behaviour change is a sub-category of design, which is concerned with how design can shape, or be used to influence human behaviour. All approaches of design for behaviour change acknowledge that artefacts have an important influence on human behaviour and/or behavioural decisions. They strongly draw on theories of behavioural change, including the division into personal, behavioural and environmental characteristics as drivers for behaviour change. Areas in which design for behaviour change has been most commonly applied include health and wellbeing, sustainability, safety and social context, as well as crime prevention.”
  •  The system dynamics of 2,000+ marketing technology vendors. ChiefMartecThis market may consolidate into a small number of companies […] Personally, I think it’s more likely that we’ll see an oligopoly of marketing platforms, where the ISV ecosystems around those platforms contain hundreds — or thousands — of more specialized software vendors and hybrid software/service providers. The evidence today seems to fit that theory. […] A year ago, Chick Foxgrover of the 4A’s did a little research for me (thank you!) and found that there were 13,269 agencies in the US in 2011 and that accordingly to last year’s AdAge Agency Rankings, 539 agencies in the US had revenues of $10 million or greater. That’s just in the US. Maybe two or three times that worldwide? Maybe more? How do marketers choose among these firms? How do they differentiate? How do they survive (at least in aggregate)? […] This is ultimately the paradox of Martec’s Law: technology changes exponentially, but organizations change logarithmically. With all the other forces competing here, this arguably becomes the biggest barrier to growth that vendors run up against.



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