“Have a take, don’t suck” is one of my favorite quips from Jim Rome. If you are even mildly a fan of his over the top in your grill sports talk radio show, you will recognize the phrase.
I use it because as a “face to the screen and finger on the pulse” digital professional, I see most everything that comes down the pike. Of course as soon as I say that I have missed 3 new-new trends …..
In any case, my point is that at times I question whether I really have anything incremental of value to add here. Someone said, it’s all been said before, right?
Value is the critical and oft overlooked component in the “hey it’s cool, check it out!” conversation, which of course adds value cuz it cuts through the clutter and garners you that illustrious15 minutes of fame Warhol envisioned.
Last year I attended the annual In-Store Marketing Expo Conference and one of the key seminar’s Retailing 2015: New Frontiers, a report released by PricewaterhouseCoopers and TNS Retail Forward highlighted the top game changing trends.
It resonated with me that the new-new thing, trends (fads or otherwise) will come faster and end sooner in this age in which technology accelerates the pace of information dissemination. Stay close and be ready to act or The Matrix Meets Boiler Room starring Boy Scouts!
Granted there is no more exciting time in marketing, unless you like to juggle knives, than the current environment which applauds companies and brands that are truly authentic.
However, here is an interesting conversation pricepoint…
I wonder why I thought that Apple had an outstanding social media strategy? (when in fact it’s quite the opposite)
Jobs, fake or not, definitely abides by an old school, competitive, close to the vest, command and control, information is power mantra. However, it occurred to me that the reason it appeared that Apple was employing a successful social conversation with its constituents was because of the extremely, bordering on obsessive, loyal fan boy (and girl) following.
Could it be that Apple as a culture simply listens more effectively through traditional/conventional business communication mechanisms? That combined with the key success factor of moving quickly to actualize those implicit and explicit customer needs. It’s the combination that is crucial in my book. HHhmmm.
Well, I certainly hope that the new media technologies will not overwhelm the CMO who has less than 2 years to make an impact into being distracted by the shiny new communications tactics and forget “it’s the product (or service) stupid”.
In the final analysis, being a thought leader to me at least, means converting the insights into actionable plans and getting things done… I am a huge fan of the most recent IBM campaign, “Stop Talking, Start Doing!”
So, back to work at finding those nuggets of insight to implement for clients….and time to refresh my lens with some of that groovy non-alcoholic monitor spray.