As digital marketers today, we’re so focussed on our (hopefully positive) numbers eg. Subscribers, Click Through Rate, Conversion Rate etc, that we forget that for the first time in marketing history, consumers can now vote on your content and ads …

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Industrialists build systems to connect people to resources – communication, infrastructure, trains, planes, gas, etc

Once upon a time, consumers paid big money for these items because such services saved us time & granted us convenience – currencies we were willing to exchange for money.

Today we live in a society where all of these things are a given. They’re no longer time savers or convenient – no longer currency, simply expected.

Now …

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“Buy this product and you will get this specific benefit”

- Rosser Reeves

As a business grows, its tempting to keep bolting on more products and services, as we recognise more and more market needs. Before too long, what starts out as a ‘Specialist’ business ends up being ‘Full Service’.

The problem with being Full Service isn’t the model itself – its that the environment has shifted around it.

Today, every business is becoming more and more reliant on …

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We blog a lot about marketing in the new Connection Economy we all live in today.

Typically we refer to this in the context of brands building genuine connection with fans and potentially even connecting fans with fans.

Kudos to the excellent SBS series Hipsters that crystallised an even more powerful and personal aspect of this Connection Economy …

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The other day my mum, the queen of random, asked me “Do I need a Fitbit? Everyone’s got one…”

I began looking around and noticing that she was right, the tipping point of wearable tech has happened. Thousands upon thousands of people collecting data, daily, on how many steps (or swings of their arm) they are taking. We live in an age where there is a dizzying amount of data available to us – certainly as digital marketers, but now even as individuals.

We collect data because we can, and even because it’s cool.

The question now is – what do we do with this data?

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In times gone by, (ala #backintheday) each village contained specific roles for each member of that community to become a master of.

The blacksmith, the farmer, the baker, the fishmonger, the painter – you were assigned one of these roles, typically inherited, performed your duties, then traded the goods in your art for the outputs of other masters.

In today’s world, we are no longer assigned roles but have the freedom to choose…

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