Studying the impact of innovation on business and society

Business – Marketing

Using Big Data to Understand Small Moments of Truth

Using Big Data to Understand Small Moments of Truth

Guest post by Gib Bassett (@gibbassett), gib.bassett@oracle.com “Businesses today must invest in experiences because that’s what people want.” – Brian Solis So says Brian in this recent post. He goes on to qualify this statement further, saying people today simply don’t care about products, services or offers. What they desire and what they respond to with regularity are superior experiences. I don’t think this is limited to Millennials either – we are all being conditioned to have affinities for businesses…

State of Mobile Commerce: An Evening in San Francisco with Criteo

State of Mobile Commerce: An Evening in San Francisco with Criteo

I recently had the opportunity to co-host an event in San Francisco with Jonathan Wolf of Criteo to discuss the past and future of retail and mobile commerce. That evening celebrated the release of the company’s quarterly State of Mobile Commerce Report, based on its pool of online shopping data covering more than a billion transactions totaling over $130Bn of annual sales. That evening, we would entertain some of the most interesting people documenting or contributing to the future of ecommerce,…

Completely Rethinking Marketing Is Essential in Today’s Customer-Centric World

Completely Rethinking Marketing Is Essential in Today’s Customer-Centric World

Guest post by Fred Studer (@fredstuder), Chief Marketing Officer at NetSuite As my friend Brian Solis says, “This is a time to question everything.” Let’s start with marketing, because it’s overdue for a revolution. Today’s customers are in the driver’s seat – it’s a buyer’s market and the buyers are better informed than ever. Prior to making a purchase today, customers research and compare products assiduously while tapping into both the opinions of people they know directly and reviews from…

How the Next Five Years Will Revolutionize Business

How the Next Five Years Will Revolutionize Business

Earlier in the year, I spent some time with Jason Ankeny. He was, at the time, writing an article for Entrepreneur on “the next five years” of business for the print edition. He assembled a pretty stellar cast to serve as his panel and I was more than excited to join in. Ankeny set up the discussion this way… The period between 2015 and 2020 is poised to redefine virtually every facet of how we live and work. It probably…

Embracing the Audience: 5 Tips on Customer-Based Marketing

Embracing the Audience: 5 Tips on Customer-Based Marketing

After I presented at the Digital Media Summit in Toronto, Sylvia Ng, VP of Growth and Analytics at ScribbleLive, asked for an interview to discuss challenges and opportunities ahead for digital marketers. Following is her summary of our conversation. I wanted to share it with you here… In the midst of endless blogs, podcasts, tweets, instagrams, and snapchats, how does a brand or business get noticed? Creating a truly effective marketing campaign is about understanding your brand, and more importantly,…

When You Share Experiences You Help Strangers Make Decisions

Whether you realize it or not, when you share an experience you have, whether it’s through a post, review, video, image, rant, praise, etc., it helps a stranger make a decision about what to do next. Customers aren’t following the customer journey you designed because they’re too busy hacking it. No matter how much journey work you do, no matter how creative your marketing, no matter how responsive your website is, no matter how much technology you invest in, customers…

The 7 Success Factors of Social Business Strategy [INFOGRAPHIC]

The 7 Success Factors of Social Business Strategy [INFOGRAPHIC]

Over the years, my partner Charlene Li and I authored a series of research papers and also a short book on the evolution of social businesses, from philosophy to strategy to practice. Along the way, we also produced an effective maturity model and infographic that documented the six stages of social business transformation. This work would eventually pave the way  toward my focus on digital transformation and innovation today. Now, after all this time however, I wanted to share the…

Becoming a Thought Leader in the Digital Era

Becoming a Thought Leader in the Digital Era

Guest post by Dorie Clark (@dorieclark) is a marketing strategist who teaches at Duke University’s Fuqua School of Business. She is the author the new book, Stand Out, which is now available. It’s getting harder to communicate these days. Of course, the tools and channels are more ubiquitous than ever. We can blog or podcast or share sepia-toned Instagrams or racy Snapchats or funny Vines. But is anyone actually listening? With more noise and clutter than ever before, how can…

When Hospitality Becomes an Art, It Loses Its Very Soul

The title is credited to Max Beerbohm, English essayist, parodist, and caricaturist best known today for his 1911 novel Zuleika Dobson. Taken from his 1918 work, Hosts and Guests, I interpret his work for a new era of hospitality. We live in a connected society now and as such, guests and the experiences they have and share, form the foundation of marketing and service. If we try to scale experiences for the sake of doing so, we miss the essence…

How Marketers Can Thrive in an Era of Digital Darwinism

While in London promoting What’s the Future of Business (WTF): Changing the Way Businesses Create Experiences, I spent some time with the folks who produce The Digital Marketing Show. In this short video, I share the rise of Generation C and how an era of connected consumerism created the perfect storm for digital Darwinism to accelerate. We also discuss how the future of marketing takes more than technology, it takes a philosophical shift to create meaningful and shareable experiences. It’s…

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