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DISRUPTION HAS HAPPENED BEFORE

12 Jun

disruption is nothing new

Wow what an amazing world we now live in. Technology rules … OK!

Disruption like fake news is a hot cliche. Could be the hottest right now.

Disruption describes new technologies and new business models that disrupt the current modelsprocesses and accepted standards of business.

  • Taxis were disrupted by UBER
  • Graphic design was disrupted by Adobe
  • Hotels/accomodation was disrupted by AirBnB
  • Commercial real estate was disrupted by WeWork
  • Photography and processing was disrupted by mobile phones + photoshop

It’s nothing new though. As the above photo depicts horses and carriages with a trolley car and next to that an early motor car. That was a disruption. But they didn’t have that neat phrase to label things.

In business we must track trends or we’ll be left behind holding the box brownie.

brownie_1

This why we need special rooms to be innovative

10 Jun

innovation cave

One of the myths around innovation is that you need some kind of ‘special conditions’ to bring out the creative in you. See the Google workplace and just about every ad agency in the known universe.

I love these rooms with their funny pics and pinball machines and pool tables.

And I like how I get to wear my jeans – wow I feel so free!

Hang on there … I’ve got an idea coming. Here it is.

No wait. It’s stopped somewhere up the line to get some new passengers on board.

The names of those passengers are Mr Tired, Ms Bored, Mr Lazy and the Count of no account.

We’re all creative and we don’t need any special conditions to think of new ways. Just some energy and imagination.

Education disrupted

7 Jun

education and technology

An interesting article from the ‘not failing’ New York Times about how the tech billionaires are making fore-roads into schools with innovation grants and other funding and the questions around who is profiting the most. In an era that promises to automate many jobs and where industries are either disappearing or being reinvented it makes for interesting reading.

For those of you that still read …

https://www.nytimes.com/2017/06/06/technology/tech-billionaires-education-zuckerberg-facebook-hastings.html?_r=0

Image via: edtechreview.in

The newer consumer decision journey

27 May

The consumer decision journey traditional

According to McKinsey, the way consumers purchase and the journey they travel to get to that purchase has changed. The traditional model (above) suggests that the process is fairly uncomplicated from awareness of a need > to familiarity with a range of solutions > to the consideration stage > next to purchase and finally loyalty (we hope.)

The consumer decision journey

The newer consumer decision journey model describes a more circuitous approach which fits with the digital age where research and comparison shopping is far easier and online reviews can make or break a product/brand. It also looks at buyer perception of brands which in itself is no new thing.

This old coke ad is all about building brand perceptions which they do nicely with their image – modern for it’s time.

old coke ad

To quote the authors ‘Our research showed that the proliferation of media and products requires marketers to find new ways to get their brands included in the initial-consideration set that consumers develop as they begin their decision journey. We also found that because of the shift away from one-way communication—from marketers to consumers — toward a two-way conversation, marketers need a more systematic way to satisfy customer demands and manage word-of-mouth.’ (+ online reviews.)

The research, according to the article, identified two different types of customer loyalty, challenging companies to reinvigorate their loyalty programs and the way they manage the customer experience. It also reinforced the importance of aligning all elements of marketing—strategy, spending, channel management, and message—with the journey that consumers undertake when they make purchasing decisions but also of integrating those elements across the organisation.

No more silos!

Source: McKinsey Quarterly

Image

The Fourth Wave

20 May

Digital Age: The Fourth Wave of Technology

Pioneers of Digital Influence

13 Apr

The Smart Set

The Smart Set was a magazine that was founded in 1900 for and about New York’s social elite, The magazine evolved into an expression of popular modernism and it’s heyday went from 1913 through 1922.

It had a literary side publishing some of the best authors of the day (including Joyce and Conrad) and gave F. Scott Fitzgerald (The Great Gatsby) his start.

Subtitled “A Magazine of Cleverness” The Smart Set never gave up its aim to entertain, to win a large audience, and to make money through advertising.

Thoroughly modern

The magazine covers (see above) are images depicting modern women. The flappers and ‘it’ girls who made the news and social pages of the day through there ‘shocking’ displays that went against the moral norms of the day. They smoked and drank and used colourful language. In that way they were liberated some might argue. But that’s not the point.

Digital influencers and advertising dollars

These were the pioneers of today’s online digital influencers who garner huge crowds of followers just by posting a pic or a little message on their instagram pages. They are trend setters (sometimes) or trend followers but they have built a brand image around themselves by understanding what their ‘tribe’ want, need and often just aspire to.

And when they attract large numbers of followers, that translates into advertising dollars.

So things haven’t changed that much – just the mediums.

and the hipsters just look like Ned Kelly.

Marketing and Mindfulness

24 Nov

marketing-and-mindfulness

There’s a revolution going on not just in politics but in other areas.

An interesting article from B&T about the new consumers who value sustainability, health and well being above therapy shopping.

http://www.bandt.com.au/marketing/marketing-mindfulness-future-holds

We need to listen to our customers.

The revolution says goodbye to Henry Ford?

6 Nov

There’s no doubt about it – there’s a revolution going on which is affecting politics globally (see Brexit and the rise of Trump) and the way we live and will live in the future.

This revolution has been driven by technology and the internet which is not new news. However when you read an article like this one from the head of George Soros’ economic think thank the Institute for New Economic Thinking and ex boss of the UK’s former financial watchdog the Financial Service Authority it does give one pause to think.

The world of work and jobs is changing.

The tech breakthrough companies generate huge wealth but fewer jobs.

Work has gone part time with “British economist Guy Standing argues that most of the people who work on these types of platforms are part of what he terms the “precariat” — low-paid workers with precarious job security.

lord

http://www.businessinsider.com.au/lord-adair-turner-tech-capitalism-wages-inequality-precariat-2016-11?r=US&IR=T