Netflix's arrival in Australia came with much fanfare, but really is just another step in a digital evolutionary progression.
Back in the day - before being able to stream movies live to our mobile was an expectation - the workers of our species had an ancient tradition passed down from generation to generation:
The Water Cooler Conversation.
Its easy to make the assumption that since your brand is on facebook or twitter, you're automatically in the Connection Economy.
In reality, most brands are still actually Industrial brands struggling in a Connection environment.
Industrial marketing techniques may work in the short term, but fall well short of the highest and best use of the Web.
Here's a simple 3 question test, to see if your brand is, in reality, a Connection Economy brand ...
One of the reasons why Industrial Age marketing worked on Baby Boomers was that they simply needed stuff.
During the post-war years, materials were scarce, money was tight and nobody had anything.
Stuff was shiny and new and needed.
One of the reasons why Industrial Age marketing is falling apart is (at least in the western world) we are now living in the opposite environment - stuff is cheap, plentiful and wasted.
We no longer need stuff.
We want stuff...
Management is efficiency in climbing up the ladder of success, Leadership determines whether the ladder is leaning against the right wall - Stephen Covey
I'm subscribed to a lot of email newsletters and attend a number of conferences every year connected with the online advertising space.
It appears to me that even today, in 2015, 90% of what I hear and see are ways to 'hack your leads', '10x your clicks/views', 'formulate your headlines' and so on. All of these are good but are temporary devices used to game the system.
What this advice continually overlooks is ...
Recently I was lucky enough to hear Paull Young of Charity Water speak at a Thankyou Group industry night.
Similar to Thankyou, US based Charity Water sells bottled water with 100% of proceeds going towards funding water wells in developing nations... all with zero ad spend.
So what's their secret?
In winemaking, no two vineyards are the same.
Each plot of land used in a vineyard has its own unique characteristics, its own Terroir.Terroir is what gives grapes grown on each plot their own unique taste and includes elements like exposure to the sun, vicinity to water source, nutrients in the soil, surrounding trees & vegetation competing for resources, access to shade, contours of the land...
Of all the announcements at yesterday's Apple keynote, the one that really caught my attention was the one Tim Cook slipped under the radar: the 18 Karat Gold Apple Watch will cost $10k.
Ten. THOUSAND. Dollars.
Not only does this make it the most expensive Apple Watch, this makes it the most expensive Apple product.
How could Apple have the nerve to justify this ridiculous $10,000 price tag? ...
In the past, the decision to be cheaper meant sacrificing margin for scale: "I won't make so much on each sale, however, I'll make more sales" is what we justify to ourselves.
The problem with cheaper, is that this assumes:
There is scale, and
You can reach this hypothetical scaled market affordably
In the online world, both of these assumptions are becoming less and less true with every passing day...
This card game goes by many names: Warlords & Scumbags, Emperors & Scum, Rich Man Poor Man, A@#$hole, and perhaps most famously, President.
Although the names change, the game is the same - the more rounds that are played, the more the deck is stacked your way and the more difficult it gets to reverse your position
We've all done it before - googled something, liked the first search result, clicked on it... only to land on a page that was completely off.
As a consumer, this process happens so quickly that we don't even pay attention to what just happened - we just search again.
As an advertiser paying for Adwords ads, mistakes like the above cost dearly.
To understand the problem, lets ...
Two years ago I set myself a challenge to go from couch potato to running a half marathon within 12 months.
On that journey of educating myself about exercising and eating better, I started following Jess Ainscough (aka the Wellness Warrior) who was blogging about her determination to beat cancer with organic, whole foods and other natural remedies.
Even though I was researching nutrition for completely different reasons, I couldn't help but be moved, encouraged and motivated by her ...
Arnold Schwarzenegger recently shared that he took elocution lessons for his now famous accent.
The surprising insight, though, was that he didn't take these lessons for the purpose of losing his accent, but for the purpose of ...
Star Wars has become a global, cultural phenomenon for many reasons, but there is one that George Lucas pioneered to intentionally be used on film, that is crossing over into marketing today (and we're not talking about toy licensing!).
The reason the whole world could so universally connect to the story of a fresh-faced farmboy dreaming of adventure, a princess needing rescue, a rogue smuggler and the fight for freedom against an oppressive empire... comes back to one man named ...
Lateral thinking guru, Edward De Bono, invented the word Po, to be used as a device to move ideas forward in a creative session.
The idea was that if someone starts a sentence with the word Po, all judgment needs to be suspended as there may or may not be a reason for the thing being said.
The point here is to use what is spoken to provide movement to the idea in any direction...