Some time ago I planned to write an article about the increasing importance and value of Event Marketing. I planned the headline and the picture as I do to get the story in my head as i do every time, when I start thinking about what I will write about.
But this is not the article I planned to write on why Event Marketing needs to be a key component in every brand building and sales campaign these days.
The more I thought about the importance of Event Marketing and adding High Touch in a High Tech world was important I realised most EVENTS are missing some key components and we have not changed the basic way we do events of all types in business. The two key elements overlooked or lacking for all manner of reasons, not the least of which is we avoid things that are new and disruptive, are Event Media (as opposed to Marketing) and Event Presentation (as opposed to Production) …. as they just become part of the Marketing or Management and don’t get the focus deserved these days in a much changed world because they get squeezed out in a largely operational budgeting exercise. Continue reading Seduce and Enjoy – Engaging and Entertaining your Audience
I get sick and tired of hearing from politicians and those out of touch with modern business about the Bosses vs Workers, the importance of Unions and more than anything that phase “Working Australians”
It seems if you don’t rely on someone to pay your wage every day you are a working Australian and the rest of us that help create those jobs are clearly sitting on our arses and aren’t working at all!!
These days any business going somewhere understands that being connected with and trusted by the people that work with/for you is the key to success. As such there is no them vs us mentality in successful long term business …or there should not be if they want to continue to grow.
We live in a world of increasing disruptive innovation so it wasn’t surprising that some years ago the Australian Govt decided that the Education System was in need of an overhaul if Australia was to be the Clever country of the future. But then they appointed a well respected Commercial Lawyer – David Gonski – to head the review. Not surprisingly they got a financial solution to a massive structural problem.
More money for facilities, for teachers, smaller class sizes etc.
But they missed the point the world has changed since our current post Industrial Revolution – Education for all system was invented….. So we are still teaching kids to remember stuff they can Google if they ever need to know it.
No hint of Disprutive Innovation just spending ore money on the same system and expecting better results. But can we ever expect real innovation if we rely on the Government, Bureaucrats or Academics. Real Innovation comes from those who are not satisfied with way it is and see a better way. Continue reading Education Revolution Needed now…….Apply Here
For some time now Marketing Automation platforms such as SalesForce have been seen as a potential major disruptor for traditional paid media advertising.
The ability of platforms such as SalesForce to facilitate more organised, direct and easier access to customers and prospects is being harnessed by many major companies worldwide at the expense of the $800 billion worldwide ad industry.
Some years ago we undertook a project for a client with just this in mind….. and we in fact combined traditional advertising with Salesforce in a primitive way to establish the basic foundations of the sort of marketing automation platform we see as very much the future.
We chose SalesForce as the platform as we believed it was best suited than and had the future focus needed, especially being Cloud based … this judgment has been vindicated by the prestigious business magazines Forbes and Fortune
SalesForce was named by Forbes Magazine as the World’s Most Innovative Company. This is the fourth consecutive year that salesforce.com has received this recognition. This comes on the heels of the company being chosen by FORTUNE as the World’s Most Admired Software Company for the second year in a row and being ranked 7th on FORTUNE’S 100 Best Companies to Work For list. Salesforce.com is the fastest growing top ten software company and the world’s #1 CRM platform.
Before launching our Client’s ad campaign on TV we build a website that matched the campaign and embedded in the site a SalesForce form to ensure that we captured information directly from everyone who was interested in our Clients’s offering. Given the focus of the ad campaign was a very clear call to action – Go to Our Website NOW – We wanted to ensure for the future that we built a database that could be sliced and diced, segmented and targeted via email, social media and other direct digital channels well into the future. Continue reading The Mad Men meet The Math Men
And now that is proving to be very true as marketing is becoming the most technology dependant part of any business.
As a result many businesses are developing new roles to bridge the Marketing – Technology divide. This role known as Chief Marketing Technologist will, I believe, play a key role in the future as they need to be:
Part Leader and Teacher
Having spent my formative years in DP/MIS/IT and most of my working life in Marketing and Sales I can clearly see why this role is vital. And if it’s not a full time role, every business needs this kind of expertise in house.
For too long the fear of technology and confusion about terminology have held too many businesses back and in some cases it has the technologists to blame.
In the early days just like lawyers and accountants we developed a language and style that made what we did look hard and confused our customers to keep our value up and make sure we kept control.
The story begins in the late 70s a time when change in the world was about to really accelerate.
The PC and the Fax Machine had not yet been invented … a geek called Bill Gates had just started Microsoft, Computers were called Mainframes they cost a million dollars and occupied large rooms with sophisticated air-conditioning and fire proofing.