AdAge IQ Martech Conference

Below are the hot points from yesterday’s AdAge IQ Conference for Marketing & Technology.  
This powerfully simple slide from Chiefmartec infographic-whisperer Scott Brinker says it all … technology is dictating our growth and pace. 

These are the 3 main topics from the stage and conversations with attendees:


1) Learn to adapt with tech by hiring a nerd. Partner with nerds. Revenge of the Nerds


2) There are 6.8 billion mobile phones. So there are 6.8 billion personalized versions of the Web. How are you making it easier for customers to include you?


3) The Marcom Tech “stack” is crazy-complicated (see Scott's "Supergraphic below). Agencies and partners must patiently help their marketing clients understand and communicate internally to get buy-in across their company.



Josh reminding us to adopt the new Marcom Tech language to inspire new creative thinking and data-driven actions.

Any conference that is starting to use the term “stack” is where I want to be…because this usually means there is conversation about integrating with the other levels of technologies (and my new favorite Agency partners!) between the business and customers. 


Julia Brady of The VIA Agency and I talked about our high expectations for events such AdAge IQ. Yes, we travel downtown and down from New England to network with connections, but, the same tech we are all talking about should be demonstrated and leveraged for OUR superior experiences before, during, and after the event. There are eager vendors that will deploy (literally) hands-on smartphone demos of live data providing insights and personalization for proximity-based meetings that match our personal profiles. Hey Nielsen...Data Demos!


These events can be a fun and functional “tech sandbox” allowing attendees to increase their value as curators of the most relevant content using presentations with multimedia links, research, and tools to share with internal teams and clients. 


Perhaps we should only go to industry events at tech-pimped venues like Cornell’s Tech Campus opening up this fall on Roosevelt Island. Check out some videos at the Consumer Electronic Show’s “C Space” for marketers.



Here are a few key slides from AdAge IQ:
(click to enlarge)
Nat sets the AdAge stage and our tech challenge


Spotify's Mayur says take your precision pit crew through these trecherous curves


Baker @TBWA doing the data dance...
BEFORE, during, and after campaigns


"The worst thing you can do is have the consumer feel your org chart" 
Jeriad Zoghby @AccentureSocial


The power-panel asks for patient support to question everything and get team buy-in.
Jenn tells vendors to prove it and get #s on the board
Anna says know (really know) your customers
Duane focuses on actions and conversions
Seona plans start to finish with her partners
Garrett  deftly navigated people and the QandA tech


Don't panic. Just start with focusing on the categories on Scott's supergraphic


Deep Antifragile Thinking


Industry engagement idea for Nielsen

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Are Your Customers James Bond?

Adobe has a new series of awesome video commercials that make you want to watch - and learn - about the features of their Marketing Cloud. This is the state of "advertising" at it's best ... a parody of a parody... ironic irony.


As you watch my favorite spot below, think about how your customers are as cool as James "Hunter" Bond ... they've done everything right... but once again, omnichannel marketing has let them down. Just look at the expression on the face of this frustrated customer #007.

This nails the problems and positions adobe as a solution.


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IoT Platform Roundup - Do The Wave

After a grain of salt or two (thousand) so the pay-to-play tastes better, check out Forrester's  new report on IoT Platforms

Summary:
IBM, PTC, GE, and Microsoft lead the pack. AWS, SAP, and Cisco Jasper offer competitive options. LogMeIn, Ayla Networks, Exosite, and Zebra Technologies lag behind.

Do the Wave...



For more on the future of, well... Things. check out an overview of MIT Enterprise Forum's Connected Things event from earlier this year and mark your calendar for the next event in March 2017.





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Pilot Show - So You Want to Work in Tech


Ted Reed is at it again! My Emmy Award winning friend has a new broadcast TV and Internet program that will be both important and fun.

"So You Want to Work in Tech" will cover all the innovative tech activities in Boston and beyond... so you know where you can get involved ... and know where the future is already here disrupting your industry!


I am on his Digital Strategy team. And that's Erika Ebbel Angle from Scientists for Science and iRobot fame.


We will look behind the scenes of tech companies across the region and hear from people in specific job titles about how to get hired and succeed.

Our mission is to help build America (!) by supporting economic development in the Global Internet Economy. Plenty of tech jobs are available so let's get the right people in the right seats. And these are the best seats - growing fast, clean and sustainable, plus they can easily expand internationally.

The US, and especially Boston, needs trained employees in and around tech for ALL types of positions.... "So You Want To Work In Tech" will help everyone understand this ecosystem. 

Tech is in every company and position ... Keep up by staying ahead.

Check out the promo reel for the pilot ... 



The above slide deck nails what Fast Company proclaims, "OFTEN OVERLOOKED IN FAVOR OF MONEY OR EXTERNAL REWARDS, INTRINSIC MOTIVATION IS CRITICAL TO OUR CAREER SATISFACTION AND PRODUCTIVITY"


FYI, Altimeter has a must-read article on how to make HR a strategic asset in the Digital Era. They also introduce a really cool and relevant new concept for communication across the "Experience Cloud."

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Watch The Gap




When you are focusing on your Strategic Sweet Spot - that's the best stuff you provide your clients that competitors do not... think about the gaps in your resources to fulfill on your promises today AND as user experiences and expectations evolve. Because, as you know, "evolve" is an understatement!

Keeping up is impossible. The answer?... Get help from trusted specialists in the below priorities.

As you can see in this eMarketer/SODA survey, you are not alone needing User Experience guidance for your Digital, Mobile, Connected Devices, etc. So, consider filling the gap in your executive management (see McKinsey image and article below) with specialists that honor where your business is ... and needs to go.

Mckinsey has excellent advice for how to keep your leadership in touch with the new Digital influences, opportunities, and obligations ...


Remember, be careful and "Watch The Gap"...

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End of the Mobile App Era



While Mobile apps have undoubtedly reinvented the tech sector, it’s time for app developers to apply their skills to robust, connected digital products instead. Our partner at VB has the right POV... 
http://venturebeat.com/2016/06/26/mobile-app-shops-diversify-or-die/

Want Real Relationships? There is an App for that.



Here are notes from my recent presentation at the Mobile Marketing Association about brands being obsessed with advertising on Mobile and not building customer relationships on it. 


SUMMARY: Think beyond the media platforms. Use a mobile-device-responsive web site to reach the masses. Build a custom app experience to service your customers.



It's really easy to buy ads on Google, Facebook,Snap, Linkedin, Twitter, etc . You can even do it automatically with Programmatic services. You will effectively reach millions and target niche personas. This is good. But this is not true "engagement."

Understand the difference between USING digital media, Social, and marketing platforms... and BUILDING real tech solutions within your company operations, across departments (and their customer touchpoints), and integrations throughout industry ecosystems. These define your "Digital Transformation" journey for for more efficient/effective operations, new product development, and revenue growth.

So... Advertising and media promotions let you reach as many people as your budgets allow... 

But ... you are just renting relationships thru publishers and Social Networks.

HERE IS THE QUESTION - Do you want to have ongoing relationships with your customers that includes frequent interactions WHILE learning personal preferences that allow you to provide exponential value during AND in-between their purchases? 

Then... Deep-tech development at the code level is the best way to build better customized customer service methods (not dependent on the Social Network platforms) ... for real relationships thru frequent exponentially valuable interactions... optimizing at every touchpoint.


This includes custom mobile apps and all the other “connected devices” accessed during the user's day across multiple mesh networks...  From the Alexa Echo in the kitchen during breakfast - with the car or throughout the commute - entering locations - logging in at work - team collaborations - customer presentations - restaurants - shopping - back home - "hello Alexa, read me my final list that I accumulated today... What do I have to do tomorrow? And who is on Colbert tonight?"


Remember, you cannot provide this (now expected) level of customer service through a Responsive Website limited to their smartphone's browser. 

The result is a solution for real 2-way one-to-one loyal relationships integrated with any current corporate systems - marcom, commerce, supply chain, employee engagement, innovation labs!  

Now you can fulfill on the marketer's promise to listen and learn personal preferences ... and deliver ONLY relevant value with the right content at the right time and the right place.

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How Much of the Mobile "Brain" are you Using?




We DO use more than 10% of our brain... 

But you are probably only using about 10% of the capabilities of the smartphone with your mobile marketing.

Because... when a customer goes to your site thru a browser on their phone, they are NOT able to easily benefit from the amazing smartphone functions and sensors.



A "Responsive Site" is great for building a bigger audience because of easy access from any phone's browser. But the depth of interaction and range of value can only come thru a "Native App" custom designed for the smartphone...


Here is a real question: Do you want to have ongoing relationships with your customers that includes frequent interactions that learns personal preferences to provide exponential value during AND in-between their purchases? If yes, then . . .
. . . You need a Native Mobile App to get these: 
  1. Superior design experience to prompt more conversions
  2. Quick access with your own branded icons on their home screen
  3. Faster info display (even when there is bad wireless access)
  4. Push notification alerts that arrive exactly how they are wanted
  5. Instant one-click access to proximity-aware customer service 
  6. Secure Integration with mobile payments via Apple Pay and Google Wallet
  7. Elegant integration with photos and videos
  8. Proximity-awareness to control audio and speakers
  9. Accelerometer and motion for exact user position
  10. Gyroscope and movement awareness for games, etc.
  11. Ambient light reader as a photography tool or situational awareness
  12. Magnetometer for alternative positioning with the compass
  13. Barometer changes to update weather-related info
  14. Enhanced security tools only available thru an app
  15. Biometrics – Such as a fingerprint reader
  16. “Connected Device” integration with Bluetooth, NFC, etc.
  17. Active triggers like GPS Geo-Fencing and Beacon sensors that initiate the “choice to ignore or learn more” about what’s available right then and there!
Companies that take advantage of these with a native app (or integrated connected devices) can provide a better user experience than with a website.
Solve many of your business problems with that brain everyone carries around everywhere…
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Ripping thru Truths on AmazAppGooBook

Try to keep up with this data-filled tirade on what is working (and Not) around the Four Horseman

 "...Stores are the new black in the world of eCommerce..."
 

From mobile to mobility to connectivity

Excerpts from excellent CMO interview:

According to Julie Ask, ‎vice president at Forrester Research, mobility represents the third stage of mobile marketing. The first stage, she said, is when marketers realize they need a mobile presence. This often results in the launch of a mobile website. Stage two is the move to a “mobile-first” mindset, in which marketing initiatives are designed assuming consumers are viewing them primarily on a mobile device, as opposed to the desktop. Mobile apps are typically developed at this point, too.

The third, and most mature, stage is when marketers make the shift from mobile to “mobility.”
This move from mobile to mobility is really about thinking less about mobile as a standalone and more about how mobile fits into the overall customer journey.”


Brian Wong, founder of Kiip, said the concept of mobile moments is a long-term strategy, agnostic of device and platform, that lets marketers focus on the core moments their product services… Marketing, in general, is moving to service and addressing needs, he added. “Real estate and impressions are becoming inadequate,” Wong said. “It comes down to the moments of need that we can find and address.” 

Brands should strive for three types of mobile moments—owned, manufactured, and borrowed


“I see it going from mobile to mobility to connectivity, and connectivity happens when mobility starts occurring across multiple devices, multiple networks, and multiple sensors. You essentially start creating what many refer to as the mesh network,” Becker told CMO.com.
That will lead marketers to the “age of the connected individual.”
 ...it has become more and more targeted to getting that message out to specific audiences, down to specific segments, down to, now, specific individuals.

Becker said he expects marketers will start to close the gap between the upper funnel and lower-level paid and owned media advertising. In between, they will drop the idea of intelligent, individualized communication. And as they build up their own databases and capabilities to serve and engage individuals on their own terms, intelligent, individualized communication will come to fruition.  
By 2020, the average individual will have 10 connected devices and probably 140 different sensors, all of which will be collecting data about the individual.
“That data will either be under the control of the marketer, or the market, or the individual themselves… that’s the next battleground for the marketer…
…the next stage of evolution is from mobile, to mobility, to connectivity, and the emergence of the connected marketer.

Why Starbucks is spending even more to improve its mobile app



The opposite of this (kind of hilarious picture) is true...

Business Insider reports on Mobile and Mobile App marketing.

Starbucks has put significant effort into its mobile app, and that strategy has paid off in spades...

The company plans to increase spending on mobile in 2016 after great success with its app in 2015, according to Bloomberg. By the end of last year, 21% of all transactions at Starbucks in the U.S. occurred through the mobile app. This has positioned the app as one of Starbucks' core business strategy.




The coffee giant debuted its app in 2011 and at the time, the company used the QR-code based app mostly as a loyalty card that gave rewards (such as a free drink) to customers who used it. But in the last few years, the app has grown to become a full experience through which users can order and pay. Starbucks also sends messages that have promotional offers within the app.

The success of this app shows how effective in-app messaging can increase a company's overall revenue. Recent data from Salesforce indicates that in-app marketing is starting to become a core strategy for many businesses.

In 2016, 54% of marketers said they used mobile apps for marketing, up from approximately 27% in 2014 for a year-over-year growth of 98%. An additional 20% said they intend to use apps for marketing within the next 12 months. Finally, 77% said they noted tangible ROI from mobile marketing, up almost 150% since 2015.

Starbucks also plans to begin implementing new mobile strategies targeting more purchases within the app. These strategies include recommendations of more purchases to customers in a way similar to how Netflix recommends TV shows and movies to users based on their histories and tastes.

This approach could increase Starbucks customers' individual purchases by up to 50%, according to Crone data cited by Bloomberg.

Connecting Your Business to Connected Things


Here is the video summary of the MIT Enterprise Forum's 8th Annual Connected Things conference.

As part of the organizing team, I get to work with great people that are at the financially lucrative center AND at the bleeding-edge innovations of the Internet of Things. See Forrester's Wave Report on the best ItT platforms HERE.



Produced by Ted Reed TV  .... Thanks Ted!

See more on the Loopd Bluetooth "attendee communicator" demo and the panel I helped organize on Media and Mobile at: 
http://bit.ly/Invite_ConnectedThings2016 

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