“Tell to sell,” once a mantra on Madison Avenue, is making a comeback as marketers seek to engage consumers with compelling stories rather than peddle products in hit-and-run fashion with interruptive advertising like 30-second commercials.
Cisco’s chief technology and strategy officer describes how the exponential growth of connectivity between people and devices, both mobile and network, will change commerce, business systems, and individual behavior.
Everyone thinks they have a digital strategy these days. But while your company may have a business or IT strategy that incorporates digital technology, an IT strategy does not equal a digital strategy. Why?
The corporate e-mail server is down, but work doesn't grind to a halt. Everybody just switches to Gmail, Skype, or BB Chat to get around the inconvenience. For the most part, they're using these consumer technologies at work already — often because they're better than anything the IT department can provide.
We have entered a Golden Age of marketing technology. There are now thousands of software applications built for nearly every aspect of marketing. We have more choices, with more capabilities, at more attractive economics, than ever before. Yet most marketing organizations today lack the technical leadership to fully harness this power.
You see, businesses, brands and organizations are truly struggling with the disruptive nature of social technologies. In fact, the term "social technologies" is part of the problem—we are all fixated on the technologies and meanwhile the real action lies in harnessing the change brought about by human behavior enabled by technology. I used the simple story of how a colleague shared a book with me. The book itself (media) is not social—the interactions, communications, stories and conversations that involve the book are.
The trouble: the T400 doesn’t have “it” quality. It is a business machine in the most pedestrian sense of the term. No trace of elegance. No claim to being the pick of the technological litter. No “wow” factor. The T410 is just another business machine. This takes us into one of the thorniest issue in the branding world. What is “it?” And what’s “it” worth?
In this tough economic climate, companies are doing everything they can to optimize profitability. Or are they? We have spoken with dozens of companies recently about the state of their customer data and how they are using those data to support one-to-one marketing-and nearly all of them are leaving money on the table by not optimizing in this area. Here's why better data are worth the effort, and how to take this route to increased profitability.
Steve Helmer doesn't order for pizza by phone anymore because, he says, "they're usually busy and not paying attention and they leave something out." Instead, Mr. Helmer uses a build-your-own-pizza feature that Domino's Pizza Inc. last year rolled out on its Web site. Customers can watch a simulated photographic version of their pizza as they select a size, choose a sauce and add pepperoni, black olives and other toppings. The image changes as ingredients are added or removed. The site also allows customers to track orders—with updates on when a pie enters the oven or leaves a store.
North of the Arctic Circle, a top priority for fishermen is to catch and dry enough char to last the winter. Fishermen near the equator race to market before insects and bacteria spoil their catch. Climate is the driving factor shaping these vastly different fishing practices. In many corporations, the same is true for marketing and IT departments.
The phrase "going green" conjures up images of short showers, small houses, tiny cars--basically, minimal consumption. But according to Albert Esser, Vice President of Power and Data Center Infrastructure Solutions at Dell, green IT is a different story.