If you're starting a business in a mature market, like Melbourne's coffee scene, a strong Backstory is a non-negotiable to starting off on the right foot.
But even once you know your backstory, how do you use this to lead your tribe to greater connection with yourself and each other?
Serotonin recently opened their doors and is a model of how to disrupt a regular mature market using Connection Economics...
Promise me that you're building your number one digital asset - your email list?
Boring old email is *still* the new 'black' when it comes to online marketing.
If you're not collecting email addresses, you are 100% leaving money on the table, not to mention wasting ad spend...
Possibly the biggest recent buzzword in the online marketing world has been programmatic advertising.
Programmatic is to advertising what derivatives are to investing - holding the promise of leveraged gains over and above regular returns, but needing to be driven by rocket scientists.
The problem isn't that marketers now have programmatic advertising, the problem is marketing doesn't attract rocket scientists.
For this reason, programmatic is problematic.
Banksy is perhaps one of the most mysterious, yet prolific artists of our day.
His street art visual language combined with clever, subversive political & social commentary are so distinct and so recognisable...
For the first time in history, a generation has grown up, with instant, global, online connection being their 'normal'.
This is Gen C ('C' for Connected).
So dramatic has been the fundamental change ...
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 ...
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.
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 ...
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 ...
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?
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...
Woolworths Anzac Day campaign was by far the most public social media fail, but by no means the only #brandzac marketing crime.
Marketers could learn how not to do social media by reading all the fallout.
Perhaps one of the more vocal views held by the industry has been that ...
Its been fascinating watching the SBS series Hipsters, which documents the origins of this subculture of beards, tattoos, fixies and Paleo diets, among other peculiarities.
Behind every one of these outward manifestations is the silent cry to be an authentic individual (despite the paradox that Hipsters are pretty much the same the world over, exposing the real need ...
The richest prize fight in history, that took promoter Bob Arum five years to pull together, occurred over the weekend.
Perhaps the most impressive thing about this fight from a marketing perspective, was that Bob's company, Top Rank, pulled out all stops to not allow this event to be streamed in any way, shape or form except through official channels.
No Youtube, Periscope or Meerkat live streaming - even live audio commentary via the web was banned...